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Author:   Thomas Visby Snitker
Publisher:   APress
Imprint:   APress
Edition:   1st ed.
Weight:   0.454kg
ISBN:  

9781484270707

ISBN 10:   1484270703
Pages:   178
Publication Date:   28 May 2021
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Preface An introduction to research with kids  Chapter 1: Understanding kids and their experiences  Design, innovation and the need for research - and KX, Kids Experience  Play is a job to be done  What to expect when you’re expecting … kids for research  Kids research and rocket science  The status of children i n research and i n society - and i n your own mind  Kids: a very picky and playful audience - and research target  A spectrum of play – and a spectrum for research  A free-play research setup  A directed play research setup  A guided play – or games – research setup  (Section on kids development to follow here)  Global research with kids  Research with foreign kids means working with foreign adults  Selecting which cultures to study  Power distance  Individualism (vs. collectivism)  Masculinity (vs. femininity)  Uncertainty avoidance Long-term orientation Cognitive differences between Easterners and Westerners  Causal attribution Categorization based on rules (Western) or relationship (Eastern) Attention to the field (Eastern) or salient objects (Western)  Task-focus orientation (Western) and socioemotional relational orientation (Eastern)  Chapter 2: How (not) to ruin perfectly good research in 18 steps  The bias chain - is bias a feature or a bug?  Bias in the scoping phase  For the right stakeholders or client  The right objective or problem or pain or goal  The right product or project  Selection bias  Bias during the preparation phase  The right participants, described i n the right terms  Sampling bias  Description bias  Descriptions i nherited from market research  Skill l evel as a descriptor  Staticity bias  The bias of gatekeepers and professional respondents  Doing the right things  Consensus bias  Right time of day or week or month  Right duration  Right l ocation/setting  Using the right device  Bias during the execution phase  Primed/instructed right  Primed/instructed i n the right amount  Moderated Right  Moderator Bias  Biased Questions  Leading Questions Bias  Misunderstood Question Bias  Unanswerable Question Bias  Metaphorically speaking  Question Order Bias  Biased Answers  Cognitive overload bias  Consistency Bias  Dominant Respondent Bias  Error Bias  Hostility Bias  Moderator Acceptance Bias (Acquiescence bias)  Mood Bias  Overstatement Bias  Reference Bias (Order Bias)  Sensitive i ssue Bias  Social Acceptance Bias  Sponsor Bias  The most dreaded answer: ‘ I don’t know.’  Monitored by the right people  Bias during the analysis and reporting phase  Analysed right  Reported right  Biased Reporting  Positive reporting bias and Publication bias  Presented right  Hindsight bias  Sustained right  Actioned right  Bias is not a bug – i t’s a feature  Further reading on bias  Chapter 3: Succeed through better practice Best practice – or j ust better practice  Compliance to rules and regulations  The General Data Protection Regulation (GDPR)  A consent form  Minimize the collection of unnecessary i nformation  Ensure that all user data (including by 3rd party tools) i s being stored and processed securely  Give users control of their data  COPPA – Children’s Online Privacy Protection Act  ESOMAR Codes and Guidelines  Best practice  Prepare for best practice  Research and report using best practice  Chapter 4: What not to score  The one score to rule them all 78 What i s the Net Promoter Score (NPS) 78 Do you trust in numbers? How many percent? How much on a scale from one to ten? Bad experiences l ead to l ess spending (Example 1)  Poor customer service experiences l ead to avoidance (Example 2)  Unhappy customers don’t complain - they churn (Example 3)  Retaining customers i s better business than acquiring new (Example 4)  User research by numbers  Is i t a stretch to claim that NPS has business relevance?  ‘How l ikely would you be... ‘... to recommend …’  ‘... to a friend?’  ‘… to a relative?’  … in which context?  … scored on what scale?  … why?  Chapter 5: What to score  The System Usability Scale, SUS  A KX - Kids’ Experience - score  When to produce the score?  Who does the scoring?  Score what exactly?  Engagement and Curiosity  Usable  Familiarity – conceptual and content  Awareness and salience  Satisfaction and fun  Other evaluation criteria are relevant  (here will follow KX score -case example 1: How kids build their wish lists for Christmas, using major web portals)  (here will follow KX score -case example 2: How kids experience the initial phases of playing top-tier apps)  Chapter 6: How you can use the kids experience score  Build your own experience score  Build behavioural indicators Define audience (sub)segments Collate and test  Score and report Chapter 7 Summary The joy, delight and beauty of research  If you want kids to use your product or service …  User research i s not rocket science...  (this section to be continued)  Yes there’s bias everywhere, but…  (this summing up section to be continued with 2-3 more items) 

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Author Information

Thomas Visby Snitker is a senior user research manager at LEGO (The LEGO Agency), and formerly the CEO, owner, and founder of Snitker Group (2005). Thomas is passionate about user centricity, research, user experience (UX), and usability. He enjoys writing and has contributed two chapters on user research around the world and on the impact of culture on user research in the book Handbook of Global User Research (2009, Morgan Kaufman Books). He's also published a book called Breaking Through to the Other Side - Using User Experience in Web, Interactive TV and Mobile Services. Thomas is a frequent speaker at Danish and international conferences, such as The UX Masterclass, and blogs for the Danish edition of Computerworld. In addition, he serves as external reviewer at the IT University of Copenhagen, The Copenhagen Business School, The Technical University of Denmark, and the Information Science School of Copenhagen. Before he founded Snitker Group, Thomas worked as a usability specialist in IT (at KMD), in a media agency (Mediacom and Beyond Interactive), and a web agency (Signal Digital and GreyDigital).

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