Prezentace k přednášce z cyklu Jinonické informační pondělky ze dne 19. 10. 2015.

1. the health and well-being around the world.
We are committed to improving

2. http://bit.ly/uxr_uk

3. Agenda
Just
so
you
have
raw
idea
Introduc3on
Lean
development
Applied
sociological
research
Methods
and
techniques
Resources
Contact

4. Research is to see
what everybody else
has seen, and to think
what nobody else has
thought.

5. Presenter
has
university
degrees
from
marke3ng,
sociology
and
psychology.
He
went
from
small
organiza3ons
to
large
companies
and
corpora3ons.
This
gives
him
the
possibility
to
have
a
different
point
of
view
on
their
daily
tasks
not
only
from
the
effec3veness
point
of
view.
“What
is
standard
for
small
company
becomes
the
gold
for
large
company.
But
at
the
same
9me
large
companies
have
a
lot
of
different
types
of
gold.”
04
Lukáš
Třešňák
User
Experience
Research
80%
Interac=on
Design
40%
Marke=ng
80%
I’m
User
Experience
Researcher
with
a
background
in
market
research
and
marke3ng.
My
previous
job
experience
was
agile
technological
startup
that
went
from
zero
to
hero
at
its
market.
Before
that
I
was
working
for
3rd
largest
market
research
agency
on
the
world.
I
love
music
and
spending
3me
with
my
liOle
son.

6. 05
The
User
Experience
Team
has
been
established
in
the
Q2
of
2014
as
a
sub
team
of
the
Advanced
Solu3ons
team
in
the
Global
Innova3on
Network
@
Prague.
This
is
technological
hub
of
the
healthcare
company
Merck
Sharpe
&
Dohme.
The
leader
of
the
User
Experience
Team
is
Josef
Holý
(CZE)
and
the
leader
of
the
Advanced
Solu3ons
is
David
Pasirstein
(US).
We
are
currently
at
approximately
30
members
and
we
s3ll
keep
growing
up.
We
deliver
large
range
of
applica3ons
–
from
mobile
applica3ons,
to
desktop
and
web
applica3ons
to
special
applica3ons
for
devices
such
as
Google
Glass.
Who we are?
Merck
Sharp
&
Dohme
>
Informa3on
Technologies
division
>
Global
Innova3on
Network
@
Prague
>
Advanced
Solu3ons
>
User
Experience
Team
User
Experience
Team,
the
team
which
aims
to
deliver
desirable,
useful
and
usable
cross
plaborm
solu3ons
in
form
of
research,
interac3on
design
and
visual
design.
From
the
beginning
of
the
project
3ll
the
very
end
if
its
life
cycle
we
are
here
to
make
sure,
that
our
customer/user
is
happy
and
comfortable
to
use
our
product
over
the
product
of
anyone
else.
Our
ul3mate
goal
is
to
be
the
top
of
the
mind
choice
amongst
the
market
in
terms
of
usefulness,
usability
and
desirability.

7. Lean Development
Nothing less than a lifestyle

8. 07
Lean Development Life Cycle
Feedback
Loop
in
long
term
development

9. 08
Lean Development Feedback Loop
The
fundamental
principle
of
the
Lean

10. 09
Minimum Viable Product
The
first
step
to
begin
the
process
of
learning
as
quickly
as
possible

11. Applied sociological
research
Research is what I'm doing
when I don't know what
I'm doing.

12. 11
Human Sciences
Because
do
not
forget
who
your
customer
is
E
Why
we
buy
things
like
this
Science
that
studies
produc3on,
distribu3on,
exchange
and
consump3on
of
goods
and
services
Why
we
react
like
this
Science
which
seeks
to
understand
individuals
by
establishing
general
principles
of
behaviors
P
Why
we
interact
like
this
Science
that
uses
various
methods
of
empirical
inves3ga3on
and
cri3cal
analysis
to
gain
more
knowledge
about
society
S
Why
we
change
like
this
Science
of
humanity.
It
is
all
about
race,
culture
and
peoplehood
or
ethnicity
as
well
as
their
religion
A
Psychology
needs
Economics
money
Sociology
interac3ons
Anthropology
development

13. 12
Research Terminology
It
is
easier
than
it
looks
Applied
version
of
the
Sociological
Research
that
aims
to
use
the
methodology
for
business
use.
Contains
large
amount
of
useful
prac3ces.
Market
Research
Sub
form
of
the
Market
Research
that
aims
on
Informa3on
Technologies.
User
Experience
Research
Sociological
Research
is
the
base
of
the
Human
Sociological
science.
It
is
about
large
amount
of
theory
and
not
so
directly
useful
observa3ons.
Sociological
Research

14. 13
What do we gain from research?
So
many
things
that
this
slide
is
not
enough
Problem
scope
What
is
the
problem?
What
do
they
need?
Why
do
they
need
it?
Why
do
they
need
it
now?
What
was
previously?
Target
group
Who
is
the
person
who
I
shaving
those
problems?
And
who
is
stakeholder?
How
many
of
them
do
we
have?
Are
there
any
different
target
groups?
What
are
their
characteris3cs?
Do
we
want
to
reach
out
to
other
groups?
Environment
What
are
objec3ves,
3melines,
financial
constrains,
process,
milestones,
technical
limita3ons,
knowledge
limita3ons.
Compe==on
audit
Who
is
compe3tor?
What
are
their
products?
What
are
their
advantages
over
us?
Why
do
they
have
so
many
customers?
Why
don’t
they
have
more?
What
do
their
customers
like?
What
do
they
dislike?
Why
should
they
like
us?
Expecta=ons
What
are
expecta3ons
of
our
users?
Why
do
they
have
such
expecta3ons?
What
is
driving
those
expecta3ons?
Can
they
change
them?
What
would
have
to
happen
to
change
them?
How
important
are
they?
Risks
What
are
the
internal
and
what
are
the
external
risks
of
the
company?
What
can
go
wrong
and
what
can
we
predict?
Do
we
have
emergency
plan?

15. Methods and
techniques
How to create and validate
hypothesis

16. 15
Two Methods
Welcome
to
the
word
of
Quality
and
Quan3ty
It
is
all
about
these
two
methods
that
are
complimentary
to
each
other.
They
are
like
a
Yin
and
Yang.
They
don’t
make
sense
without
each
other.
Qualita=ve
Research
Qualita3ve
research
asks
“why?”
therefore
tries
to
create
hypothesizes.
Quan=ta=ve
Research
Quan3ta3ve
research
answers
the
ques3on
“how
many?
/
how
much?”

17. 16
Qualita3ve
Quan3ta3ve
Qualitative vs. Quantitative
Keep
in
mind
that
they
are
complimentary,
not
compe3ng
with
each
other
Research
objec=ve
To
gain
broader
qualita3ve
understanding
of
the
underlying
reasons
and
mo3va3ons,
usually
first
step
in
every
research
To
quan3fy
the
data
and
generalize
the
results
form
the
sample
to
the
popula3on
of
interest;
follows
the
qualita3ve
genera3on
of
hypothesis
Type
of
sample
used
Small
number
of
respondents
Large
number
of
respondents
Data
collec=on
method
Unstructured
Structured
Data
analysis
type
Non-­‐sta3s3cal
Sta3s3cal

18. Resources
In case you would like to
know more

19. 35
Chose wisely your first book
Or
just
start
with
the
one
that
we
recommend
you
Lean
Startup
Eric
Ries
The
Innovator’s
Dilemma
Clayton
M.
Christensen
It’s
our
research
Tomer
Sharon
The
Handbook
of
Global
User
Research
Robert
Schumacher
Focus
Groups
Richard
A.
Krueger
All
the
books
that
are
stated
above
are
just
the
beginning
of
a
very
long
journey.
First
two
books
are
supposed
to
change
your
mind
in
a
way,
that
crea3ng
your
own
business
is
way
harder
than
you
may
think.
The
other
books
are
focused
on
the
research
itself.
In
any
way
we
are
not
trying
to
suggest,
that
aner
reading
those
two
books
you
will
have
enough
knowledge
to
execute
the
research
on
your
own.
However
you
will
have
the
valuable
overview
that
there
is
something
like
this
therefore
you
will
know
what
to
do
in
case
you
will
need
it.
Congratula=ons
You
have
just
passed
the
ini3al
trial

20. Contacts

21. Fell free to say hi!
We are friendly and social
Riverview
Svornos3
3321/2
15000
Prague
5
Czech
Republic
www.msdit.cz
lukas.tresnak@merck.com
ivana.jilekova@merck.com