It’s so tempting to just throw a research report over the transom. I’ve usually got another project in the works (if I’m not already juggling it), and it’s so much easier to not deal with politics and difficult personalities. I just want to say, “Here’s the results,” and move on. Prep, facilitation, and analysis are a lot more fun, and much more basic to what I do.
I figure the least I can do, though, is hold a meeting to go over the results. I figure that it’s at least important to field questions, to make sure everyone understands what you’re trying to get across, to make sure there are no outstanding issues.
But, you know, for that to go over well, it really does help to get the team involved before that point. And that means observers, and debriefs, and topline reports, and sharing tapes, and updates in team meetings. Heck, it all really starts with good intake and planning meetings.
But it’s not all about the stuff that happens up to the report either. What happens after is just as important. I’ve found that if you really want to have an impact, and actually have someone address the issues that came up in your research, there is no shortage of follow up you have to do. And that means design meetings, and prioritization meetings, and technical meetings, and emails, and Slack messages, and hallway discussions.
Writing a good report is kind of like getting a fish on the line. That’s nice, but you’ve also got to hook him, land him, filet him, and cook him. Now, I’m not sure how a fishing metaphor got in here but, heck, I’ll take it.
Maybe a better way to look at it is through writing fiction (something my wife does, and where that expression "throwing it over the transom" comes from). It’s not enough just to send it to a publisher. You may have to snag an agent first. And to snag an agent, you’re going to have to do some schmoozing. These days, you may even have to print, sell, and market it yourself. I’m not sure an Emily Dickinson would have much luck in 2022.
To get back to UX research though … One thing I’ve found over the years is that research ≠ report. Honestly, sometimes it seems that once you’ve put your final touches on that great report of yours, your job has only really just begun.
Lindsey is head of research at Etsy
