Experiencing the difference between qualitative and quantitative user research

How to run a workshop based on ‘the start screen interview’ technique

Last year I started to experiment with an interview technique for qualitative user research which I call ‘the start screen interview’. The main idea behind the technique is to experience the beauty of qualitative user interviews. In this article I am sharing a few best practices for running short workshops using the technique. The goal of these workshops is to help the participants understand the benefits of qualitative research and to understand the difference to quantitative research.

Start with a sample of quantitative research

Before I even properly start the workshop, I ask the participants to fill out a questionnaire which is placed on their seats. The questionnaire asked general questions regarding a persons private and professional life. These include name, age, occupation, hobbies, marital status, number of children (if applicable), last vacation destination and the person’s idea of a perfect Sunday. I usually give minimal context for the questionnaire (e.g. “Please fill out the questions as honest as possible, the goal is that someone else can get to know you better”). I ask the participants not to share the questionnaire with anybody yet and continue.

Provide some information on qualitative and quantitative research

Often there are many prejudices against either one — qualitative or quantitative research. I believe both can be valuable, but the focus of this session is to highlight the strength of the qualitative part. In my session I do a 10-15 minute introduction to qualitative research which includes specific techniques as well as tips for successful research.

Let the participants introduce each other using the questionnaires

In the next phase I tell the participants that the results of a quantitative survey can be similar to the questionnaire that they just filled out. The questions are predefined, it is often not possible to ask questions regarding the questionnaire once you see it and that there is no chance to dig deeper in case you find something interesting.
The participants are then asked to pair up in teams of two and to read the questionnaire of their partner.

Applying the ‘start screen interview’

After they have all read the questionnaires, I explain how to conduct a ‘start screen interview’ which I explain in detail in another medium article. Basically, this technique uses a person’s (smart) phone as a starting point for personal stories and insights in their professional and private life.
My experience so far has been very good. The insights after a 10 minute ‘start screen interview’ are tremendous. The participants get a great feeling who the other person is and most of the times have found out various pretty private facts about one another.

Let the participants reflect on the two approaches

In a final phase, all participants share their thoughts and experiences in an open discussion with all group members. The difference between the two approaches of gathering data is quite striking. What is more, the ‘start screen interview’ really doesn’t take long and illustrates how quickly one can get to valuable insights.

Please let me know if you tried out the format. I am curious to hear which experiences you made and how you adjusted it to your needs.