AI in the Work Job: Transforming Careers Today

 Give customers the content they crave

Imagine that you recently redesigned your company's website while looking at your site's analytics. And you've noticed that visitors spend a lot more time on one of your revamped pages. Then you feel happy and satisfied because thanks to your efforts they stay on this page and they are “happy”. is not it!

Unfortunately; you are wrong!

You don't know what's going on with that page. Metrics without context are not useful.

You don't know, if these people are happy with the page, or if they are confused and spend a lot of time trying to find what they need.

Site time, site traffic, types of visitors, exit rates, and other metrics tell you what's happening on your website. This is valuable behavioral information. But why does that happen?

The numbers do not give context. Focus on the people behind the numbers, to get the full story behind what's happening. This is what we call qualitative research. Continue with us to learn about its concept and the most important examples of it.

 

 

Qualitative research

Qualitative research involves collecting and analyzing non-numeric data (such as text, video, or audio) to examine what your numbers mean. 

It is used to understand the reasons, opinions, and motivations behind behaviors. It can provide a deep impression about how people function and any historical, cultural, social, or other relevant influences that influence people's decisions.

This is the key to a great user experience. Knowing and understanding the reasons behind the behavior of your target customers leads to smarter decisions about the content presented to them.

• In learning user motivations and problems, you can discover their needs, problems, and opportunities that analytics cannot show. For example, you can find out; Where and how your website causes users frustration or the content they hope to get on a particular webpage.
• Qualitative research also helps validate or modify your personality. It can also help you ease the buyer's journey by understanding the key questions your content should address along the way.

Many marketers are familiar with focus groups, which can be useful but have limited usefulness. 

You don't always get honest opinions in a group and people don't accurately describe what they're doing or what they're going to do. Why not consider other research methods to gain important insights and statistics that might enable you to change the rules of the game?

Here are the most important of these research methods.

Usability testing

Usability testing examines a method to see how easy it is to use a website, application, or another program. A person performs the tasks and is monitored by the researcher or via video.

Usually, questions are prepared for the interview and the session is followed up with these questions.

Usability testing is performed for;

• Find out if people can perform common tasks successfully and easily.
• Disclose any problem or confusion with the content, design, or other matters encountered by users.
• Find out how satisfied people are with your website or app.

Field Interviews

Field interviews create a more comfortable atmosphere than formal interviews. It's done with people in their familiar environment, usually at home, work, or school. Going to them where they are;  increases their comfort and gives you a context that you might miss if you asked for them somewhere else.

Sometimes the best field interviews are conducted on the go. When you walk around with people and ask them, they feel like you're their friend, and they may be more comfortable divulging the information inside of them, which can help you make better decisions about the design of your site or app.

Observing the search environment gives your participants an overview of what noise and interruptions they encounter. The atmosphere that people are in often affects how they use your website or product. 

The use of field interviews is useful in:

• Increase the comfort level of the research participants.
• Understand the environmental challenges they face.
• Discover needs that people cannot express.

Direct feedback

Live comments give people a chance to provide you with information directly, something very few websites do. 

An easy and popular way to receive feedback is through a well-designed form; "call us". You can, however, request feedback directly on the last piece of content. 

For example, Usability.gov provides downloadable user experience articles and templates then at the end of the page he asks: “Was this page helpful?” With "yes" and "no" options.

Whichever option you choose, you are also asked to check relevant explanations or provide your answer. This is a simple way to get qualitative information at the right time, to complement your website's analytics. 

Direct comments are useful for:

• Giving people a way to tell you about a problem or need.
• Ask for feedback in a moment of satisfaction or frustration.
• Show that you care and are concerned about meeting users' needs.

 

 

The mixture is the key to success

To guide effective decisions about your Don't make decisions based solely on quantitative data, as you may misinterpret their meaning. alternatively; Qualitative data reflect patterns. But watch out! You can be affected by a small group, and change your outcome. 

So consider the customer who is constantly communicating with you for change.

 Don't let exceptions rule your decisions.

Looking at both qualitative and quantitative data can put you on the right track for satisfied customers.

MailChimp Case Study

In 2015, the company launched MailChimp Pro, which allows customers to dive deep into data analytics. He can:

• Test up to eight different email campaign formats.
• and tracking delivery in real-time.
• And stop campaigns if you discover a misspelling. 

Qualitative user research has played an important role in developing content related to this new feature.

Bernstein said; “First, we had to determine who was likely to make the buying decision, whether it was the email designer or the marketing director .” “Then it was very important to describe the product in the language that person would use.”

His team interviewed potential (MailChimp Pro) clients in client offices and on the phone. Listen to the language customers use and learn about the work environment. The researchers also studied how competitors describe themselves in industry publications. 

Insights gained from the research influenced the positioning of the new feature, but the results also influenced how-to articles and other helpful support documents.

Guided by both qualitative and quantitative research, MailChimp has more than 9 million customers. The company is constantly striving to improve the user experience by understanding the reason behind the numbers.