Unit 3: Insights and the Current Behavioral Balance

When you generate insights in the world, there are two different kinds of research methods.

1. Quantitative research methods (data science).  Quantitative research uses methods focused on populations, rather than individuals.  For example, quant may use data generated by observing large groups across time and analyzing it, generally via inferential statistics.  It is good at telling “what” is happening but not so good at understanding “why”.  And it is important because it helps us generalize knowledge; something that seems true for one person may not be true for everyone and quant helps us make sure we don’t bias ourselves by looking at individuals.
2. Qualitative research methods (user research): Quantitative research uses methods focused on individuals, rather than populations.  For example, qual may use interviews, direct observations, etc. to obtain their data and then synthesize to draw observations that may apply more generally.  While more subjective than quantitative methods, qual is important because it allows us to go deep and engage in the back-and-forth with people to gain insights about what may be determining their existing behavior.

It’s important to use both of these methods, they check against each other and cross-validate insights.

Diversity is incredibly important. If you only interview and use data from white males, you’re likely to only be able to change the behavior of white males. To get diversity, you want different types of people from each of the behavioral archetypes.  With 5 archetypes, that means you’re looking at 15 to 25 interviews minimum.