Guide for Presenting Quantitative User Research Outcomes for Optimal Impact
In the realm of user research, the purpose of visualization is not merely to create appealing images, but to provide valuable insights [1]. Ben Shneiderman, a renowned computer scientist, succinctly put it: "Visualization is the process of translating data into a visual format in order to facilitate understanding and decision making."
When it comes to qualitative user research methods such as interviews or observations, traditional graph-like visualizations may not be the most effective way to communicate results. Instead, empathy maps, user journey maps, and affinity diagrams prove to be invaluable tools [2].
Empathy maps offer a comprehensive overview of four key areas that designers should focus on to gain empathy for their target group: what people say, do, think, and feel [3]. These maps help to illustrate user experiences, emotions, and pain points visually, making findings more relatable and easier to act on [4].
The user journey map, on the other hand, focuses on showing the motion of a user through the different touchpoints across a day, and how the user feels about each interaction on that journey [5]. This tool is particularly useful in understanding the flow of tasks, activities, and feelings of informal caregivers of seniors with mild dementia symptoms over a chosen period [6].
Affinity diagrams resemble the data analysis outcomes of qualitative user research but must be reworked to provide more clarity to the people who need to understand the insights [3]. These diagrams involve Post-it notes and reorganizing them according to similarities to create themes.
To effectively visualize and communicate results from qualitative user research, it's essential to know your audience and tailor visualizations to their familiarity and interests for greater engagement and understanding [1]. Choosing appropriate visualization techniques that reflect the qualitative nature of your data is also crucial [1][3].
Appropriate visualization techniques for qualitative data might include word clouds to highlight frequent terms or themes, timelines to show sequences or changes over time, thematic maps for geographic data, and heat maps to reveal areas of intensity or user focus [1][3]. Summarizing themes and frequencies using tools like pivot tables and visualizing with bar charts or pie charts for clarity further aids in communicating essential insights [3].
Storytelling and vivid examples ("show, don’t just tell") also play a significant role in making qualitative user research results more engaging and memorable [2]. By embedding quotes, user stories, or interactions that bring data to life, stakeholders are more likely to remember key insights rather than just metrics [2].
Lastly, leveraging data visualization and analysis tools like NVivo, Tableau, Google Analytics, or diagram tools like Lucidchart and Miro can help create clear, interactive, and compelling visuals [1][4][5]. Keeping visualizations simple, consistent, and aligned with coded themes, and presenting findings in formats suited to stakeholder attention spans ensures that qualitative user research results are effectively communicated and actionable [1][2][3][4][5].
- In the realm of user research, understanding and decision making can be facilitated by employing UX design, which incorporates empathy maps, user journey maps, and affinity diagrams – visualization tools specifically tailored for qualitative research methods.
- Effective communication of qualitative user research results necessitates the application of learning and education-and-self-development strategies, such as using storytelling and vivid examples to engage stakeholders, and utilizing tools like NVivo, Tableau, Google Analytics, or diagram tools like Lucidchart and Miro to create clear and interactive visualizations.
- Personal-growth opportunities can be gained by exploring various techniques in UI design, capable of rendering appropriate visualizations for qualitative data, such as word clouds, timelines, thematic maps, and heat maps, as well as techniques for summarizing themes and frequencies, like pivot tables, bar charts, or pie charts.
