QRCA Views Magazine, Spring 2016

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44 QRCA VIEWS SPRING 2016
Design Thinking Tools for Qualitative Researchers CONT INUED
Bringing Expressive Modes All Together
Verbal and Visual Techniques
Verbal and visual techniques are plen-
tiful in the QRC world. If we wish to
enhance these basic modes of expres-
sion, we must draw on archetypal or
metaphorical techniques. From the DT
perspective, IDEO method cards present
participants with design prompts that
challenge habitual thinking and elicit
new views. From the qualitative research
side, there are a number of archetypal
picture card decks. Even when used as
simple icebreakers, the images and sym-
bols enmeshed in such archetypal quali-
ties effectively pull participants out of
analytical storytelling and into the
stretchy space of whole brain explora-
tion and sharing.
Another example of enhanced visual
and verbal exploration is to lead respon-
dents through a personal analogy tech-
nique. In one method, respondents are
asked to close their eyes, thus inhibiting
the usual (left-brain) cues that influence
storytelling, and they are then led
through a visualization exercise, engag-
ing the imagination (right-brain). In this
way, participants are encouraged to let
go of expectations and rutted concepts
by becoming both “observer” and “par-
ticipant,” capturing whole new views of
the imagined experience. While still
relying on verbal communication,
responses are no longer contrived
through the intellect but are placed back
in a contextual, heartfelt space.
Physical Techniques
Bringing in physical modes of expres-
sion while continuing to apply deeply-engaged observation and metaphorical
thinking requires an even more deliberate
effort. Some suggestions include:
• Use theatrical improvisation tech-
niques to energize, engage, and have
respondents bring ideas to life.
• Watch for opportunities to physical-
ly show an idea or response: When peo-
ple say, “This is what I do” ask, “Can you
show me?”
“Empathy Experiments” provide
another excellent method of engaging
the physical component. Empathy exper-
iments involve immersion in another
person’s experience, eliciting an inquisi-
tive and curious perspective. For exam-
ple, in a study of a consumer packaged
goods product targeted at low income
moms, clients were immersed in an
experience to demonstrate the emotional
impact of making difficult trade-offs.
Clients were physically given a limited
cash budget and asked to make purchas-
es prior to fielding the study. The
instructions were to be inquisitive and
to observe the pain points in making
selections in-store. Experiencing the
pain points allowed these clients to feel
empathy for the consumer experience.
Design Thinking in Your Practice
As QRCs, we must continue to become
more thoughtful and deliberate about
how we embrace the process of explora-
tion. We can do this by introducing a
“next step” into qualitative phases of
research by engaging respondents in the
process of designing prototypes, product
ideation, or even strategic development.
Even without this additional step, we
can infuse Design Thinking tools all the
way through our work, keeping in mind
a few useful tips.
Tips for the Team:
• Ask for engagement from designers
and engineers prior to or as part of the
qualitative research process.
• To bring the experience of what it
feels like to the respondent in the moment
of facing the tough decisions, recreate
environments/situations (real or analo-
gous), even asking back-room observers to
perform the same tasks as respondents.
• As always, encourage clients to view
qualitative research as inspiration.
“The intent for QRCs is that you
draw inspiration from the environ-
ment by eliciting imagery that will
help feed designers’ needs for tangible
inspiration, making sure to draw
lines of inquiry and insight from
these images and ideas. QRCs can
and should offer implications for
design as well as giving designers
more to go on to visually and viscer-
ally discover their own.” Ela Ben-Ur
Tips for the QRC:
• Continue to approach every task
and every discussion with the curiosity
of an explorer, looking at the topic from
different perspectives.
• Borrow from the “designer mind-
set,” going even deeper, paying more
attention to “intuitive” thoughts, and
making space for following “hunches.”
• Engage your whole self at every
opportunity. Ask, “Am I using my eyes,
ears, hands, body?”
“We can encourage participants to let go of
expectations and rutted concepts by becoming
both ‘observer’ and ‘participant,’ capturing
whole new views of the experience.”
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