Seventeen ways to not suck at research

I spoke recently at Shift, the IDSA conference held at RISD. I outlined seventeen ways to not suck at research:

1. Quit worrying about jargon
2. Think more broadly about which people you want to learn about
3. Garbage in, garbage out
4. Give other people the space to tell their stories
5. Follow up, and then follow up, and then follow up
6. Do you really want to use a survey? Probably not.
7. Collect and use natural language
8. Don’t forget that any research process with real live humans is hard
9. Breathe their air
10. Learning anything new requires rapport, and building rapport takes time
11. Finding insights requires pattern matching, creativity, synthesis
12. Personas are user-centered bullshit
13. Phil McKinney says “You’re probably not listening.”
14. Practice noticing stuff and telling stories (updated: read more here)
15. Do some improv
16. Embrace pop culture
17. Don’t forget about culture and social norms

The presentation was very well received, and I hope to share this material with another group before too long.



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