The Importance of Qualitative Interviews in an Age of Automated Data Collection

Do we still need to talk to users face to face?

Increasingly, user data is available in a myriad of ways, many of which are now automated and on device. Within the smartphone industry, increased product timelines means less time for qualitative research, and a higher demand for immediate input from users to capture user issues in real time.  With the increase of instrumented data collection on the back end and ability to send surveys and other contextual  check ins directly to the user, how has the importance of the qualitative one on one interview changed, and how can companies maintain in depth data collection methods so the “why” behind the behavior observed in back end data is not left out of the product development cycle?

Session highlights will include discussion on:

  • How can teams plan to include face to face user feedback in their ever tightening development cycles?
  • In what ways can teams better prepare for research and anticipate research needs so that its not “too late?”
  • How can qualitative research and analytics go hand in hand to allow a better understanding of the user?

Research View Full Agenda
Date: March 4, 2020 Time: 1:30 pm - 2:15 pm photo of Lauren Joss

Laura Joss

Motorola Mobility