Ignite Your Research Mojo: How you can make user research impactful and transform your company Paperback – February 9, 2018
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
About the Author
Dilip Chetan is a researcher, strategist, consultant, and a thought leader in the field of insights generation. He holds a bachelor’s degree in electronics engineering and master’s degrees in computer science, business administration, and human factors psychology.
Over the course of his career, Chetan has managed design and research teams and conducted user research for all facets of product development. He has assisted in implementing best practices, mentored new researchers, hosted workshops on decision-making with top executives, and helped nurture corporate cultures where evidence-based product development is valued. An avid researcher, he has conducted studies on a variety of topics, including the impact of loud, aggressive music on driving and the effects of sudden exposure to exploding fireworks on people’s skin-conductance levels.
Chetan lives in California with his wife and twin children.
- Publisher : CreateSpace Independent Publishing Platform (February 9, 2018)
- Language : English
- Paperback : 242 pages
- ISBN-10 : 1979571740
- ISBN-13 : 978-1979571746
- Item Weight : 11.7 ounces
- Dimensions : 6 x 0.55 x 9 inches
- Best Sellers Rank: #3,805,015 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
Overall it is a good book though, just for someone else. I'll be giving it to people I work with who don't do research as their job rn. It will provide a good foundation for them.
Want to know how to structure your team to do successful research?
Want to be customer centric?
Want to get great insights from research that can really improve your product or marketing message?
Are you a product or UX or research leader?
Read this book if you said Yes to any of the questions above.
I full heartedly recommend this book to all researchers, but I have a warning: Readers of this book should have humility, character strength and open mindedness because it will shake and challenge many foundations that most of the research community tend to take for granted. Below are select quotes from the book to demonstrate this point:
“People are afraid of asking questions because there is a mistaken belief that asking too many questions is a sign of stupidity.” (p. 18).
“Your question should always drive the research method. Never the other way around.” (p. 27).
“A lot of people don’t understand that in order to get to the core of something, they have to embark on a journey of discovery. And when you’re on such a journey, the complete path is seldom visible at the very outset. It is only when you’ve completed a part of the journey that more and more intricacies start revealing themselves. This could mean that research could be drawn out and may cost more money than initially budgeted. This could also mean that the researcher has to say, “I don’t know yet” for a little while longer.” (p. 48).
“Likeability is not a rational thing, at least not for the most part, even though people try to rationalize it. It’s an emotional thing…The researcher has to do a lot more delicate work to get down to emotions. Quantitative methods like surveys are not inherently suitable to assess emotions.” (pp.70- 71).
“Most of the time, researchers and their stakeholders are unaware that they may even need to go deep. Oftentimes, everybody is just happy with a bunch of superficial findings that masquerade as insights.” (p. 79).
“The reason people seem to jump to conclusions and zero in on a method so quickly is that they believe they already know what the problem is. But if you really get deeper into the matter, you’ll realize that people seldom know exactly what the problem is.” (p. 85).
“Another reason for using the wrong method is what I call the glamor factor of research methods. Certain kinds of user research command more respect than others, especially from people outside the research field.” (p. 92).
“People also tend to believe that they can’t test things in progress; that everything should be fully thought through and that all designs should be complete before testing. But that defeats the very purpose of testing!” (p. 98).
“Rely on your gut—but only to come up with hypotheses, or to make educated predictions about what might happen. But don’t draw conclusions based on them. At all times, use real users for this—people who will be part of the real audience of the product.” (p. 101).
“The trick about biases is to acknowledge that you are as susceptible to them as the next person. Once you acknowledge this, then you can understand how to counter it. And you can help others learn how to mitigate its effects too.” (p. 102).
“Another key quality that defines a research culture is humility. I don’t go by the dictionary definition of humility; I define it as the ability to say, “I don’t know.” (p. 140).
An interesting section of the book is where Dilip Chetan covers the five broad personas into which researchers are classified: The Parrot, The Soothsayer, The salesman, The Usability Tester and The Hydra. None of these 5 personas come close to what a true researcher should be because each lack many if not most of the qualities that a good researcher should have according to Chetan:
Empathy, Storytelling ability, Communication and Collaboration (People Skills), Humility, Curiosity and the desire to satisfy it, Energy and Enthusiasm, Culture Fit, Independent Thinking, Chutzpah (in a nice way. i.e. to show courage and conviction), Passion- Not for the product but for research.
The main premise of Ignite Your Research Mojo is that “just knowing the techniques is not enough to conduct successful research and create value in your organization.” I think Dilip Chetan lived up to that and thoroughly explained what qualities and skills a successful researcher needs to have on top of methods and techniques.
The book makes you think but because it is so very well written it is an easy read. The author tosses in some great, lighthearted humor every few pages (e.g., a junior high math teacher named Numbermeister), which really kept things enjoyable.
I loved that the book has *actionable* advice. I loved the discussion of "invention questions." I wasn't even halfway through and was able to apply that to some research questions my staff and I are currently dealing with.