The danger of one’s polls (II)

We must normalise the idea of testing with users before making decisions and validating a pathway.

(Second part of the article with the same name. Click here to read the first part)

Designers, strategists, product creators, engineers, advertisers and digital designers, but also marketing, communication and management teams must adopt knowledge and validation systems that allow us to work more effectively. In order to avoid unpleasant surprises, to be able to move forward with real arguments and achieve a greater impact on the different messages and products we develop. And all this is not achieved with a simple survey of one. It is therefore necessary to think about how to gain more knowledge about what you are working on. This may require more time, but it will also allow us to better face the challenge once we have the most relevant information. Information that, managed at the right time, can represent a great benefit, an economic saving, a reduction in errors and an optimisation of the time invested with the usefulness of being useful for a small campaign as well as for the creation of a brand, a digital product or a commercial strategy, among other actions.

A technique for each phase

Let’s build a technique for every challenge. It is not necessary to invest large amounts of money; we just need to adapt to the scale of each project. Let’s turn these processes into a game if necessary, making the gathering of information more natural and productive. To do this, we can devise dynamics based on techniques already known from various forms (typeform, google forms, personal surveys), card games (Brand Deck, The Values Deck or Triggers among others), exercises more typical of design thinking (canvas, user journeys, what if, roleplay,…) and research and prototyping (user test, wireframing, invision, mini sites…) among others. We can also adapt any of the aforementioned dynamics to our convenience and create our own tools according to our own resources, experience, challenges and objectives.

Technology can be of great help to us thanks to a multitude of existing applications such as Mural, Miro, Slack, Figma, etc., but let’s not forget that face-to-face and face-to-face workshops are very useful because a group of people can physically share the same space. In this way, the involvement and concentration of all the members of the group will allow them to play with their emotions and their reactions will be more spontaneous. If we also incorporate different profiles in these workshops, the results will be more complete. Creativity in the knowledge phase is as relevant as in the conceptualisation phase of the proposal. After all, the objective is to provide a solution to a specific problem. If we do not know how to define the problem correctly from all possible points of view, this can lead to failure.

If as a matter of principle we would not consider an electoral survey valid if only one subject was consulted, why do we sometimes allow ourselves to be influenced by the opinion of those closest to us or even, sometimes, decide not to ask anyone at all?

In order to develop each of the phases effectively, there is the figure of the facilitator (or facilitator in research terms), who adopts a very relevant profile to guarantee the effectiveness of the whole process. These are profiles of a strategic nature who know how to get the best out of each person through the selection of dynamics designed with the aim of helping to open minds and make valuable information flow. But at the same time, they are creative profiles that allow not only to draw up an original strategy but also to guide and set the guidelines for a more effective conceptualisation phase. These creative profiles connect strategy with design, always focusing on the tools of creativity in order to build a coherent proposal that, in turn, solves the problem in an interesting way from the perspective of the user and his or her reality. It helps during the product and service development process not to divert the focus towards irrelevant aspects or only based on personal experiences in what we call “surveys of one”.

Therefore, knowing how to extract the relevant results, knowing how to discern the information of value for the project, knowing how to interpret tests, forms and dynamic data will be key to prepare a document with effective results for the following phases of creation. Conclusions that, once shared with the whole team involved in the project, will be very useful. In no case should the fact that the working team is small be considered an excuse. However, a good investment in knowledge is absolutely essential in order to be able to work with certainty. A selection of profiles that allow us to combine strategic, analytical and, above all, creative doses in order to make intelligent use of the data and translate them into effective and coherent proposals.

We must learn to ask more questions. The more we ask, the more knowledge we will obtain and, consequently, the better we will create. We will work more effectively and with better results. Let us not limit ourselves exclusively to personal perceptions. Nor should we disregard them, but let’s look for specific data and create on the basis of arguments. Let us objectively validate whether these perceptions are wrong and provide the arguments that can support them. Let us always base ourselves on valuable information. Do not ask just one person, but always look for a broad, representative, realistic and reasonable sample. Let’s work consciously, with real intention and not on the basis of a simple “check”. Let’s take these results as part of the immersion process and also as part of the creation process.

Oriol Armengou

 

We use our own and third-party cookies that help us improve the browsing experience. If you continue browsing, we will consider that you accept its use » read here the Cookies policy.

Ok

Cookies Policy

 

Published version on April 2022

 

1. Definition and function of cookies

 

The website https://www.toormix.com/ (the “Website”) uses cookies and other files of similar functionality. Cookies are small files that are downloaded to those devices that are used to access the Website. Cookies allow the Company, among others, to store and retrieve information about the user’s browsing habits and, depending on the information they contain and the way in which they use the device to access the Website, they can be used to recognize the same user.

 

2. Typology of Cookies and purposes of use

 

During the navigation of the Website, different types of cookies will be used, both their own and those of third parties; Such cookies can be classified into the following:

Performance Cookies: These cookies are used to improve the user’s browsing experience and optimize the functioning of the Website. The present cookies store configurations of the Services so that the User does not have to reconfigure them each time they visit the Website.

Geolocation Cookies: These cookies are used to store geolocation data of the device used by the User to access the Website in order to offer the user more appropriate contents and services.

Analytical Cookies: These cookies are used to collect information on the user’s browsing experience on the Website.

Advertising Cookies: These cookies are used to collect information about the advertisements shown to each User through the Website.

Thus, such cookies used on the Website may distinguish between own and third party cookies.

Own cookies are those created and / or managed by the person responsible for the Website. On the other hand, third-party cookies are those created and / or managed by service providers of analysis, social networks, of personalization and by advertising outside the Company.

Cookies used on this website

Below, a table with the Cookies used in this website is shown, incorporating a criterion of level of intrusiveness supported on a scale from 1 to 3, in which:

Level 1: corresponds to Cookies strictly necessary for the provision of the service requested by the user.

Level 2: corresponds to Performance Cookies (anonymous) necessary for the maintenance of content and navigation, of which it is only necessary to inform about its existence.

Level 3: corresponds to Cookies managed by third parties that allow the user to follow up through websites of which Toormix House, S.L. is not a holder. Normally they correspond to advertising or analytical cookies where the user is uniquely and clearly identified.

Table of cookies used:

 

3. Deactivation or elimination of cookies

 

Blocking, canceling or eliminating the cookies installed on the User’s device is permitted by configuring the options of the browser installed on the device itself. In the case of mobile devices, to know how to proceed in the browser of your mobile phone, you should consult the manual of your terminal. Below, as an example, we tell you how to disable or eliminate cookies in the main browsers:

To disable or delete cookies in the following browsers, please choose: Firefox / Chrome / Safari

Therefore, the User must bear in mind that some features of the Website Content are only available if the installation of cookies in their browser is allowed. If he decides to not accept or block certain cookies (depending on their purpose), this may affect, totally or partially, the normal operation of the Website or prevent access to the navigation of certain content.

 

4. Updates and changes in the Cookies Policy

 

The Company can modify the present Cookies Policy based on legislative or regulatory changes, or with the purpose of adapting the current policy to instructions or guidelines issued by the Spanish Agency for Data Protection.

When significant changes are made in this Cookies Policy, the User will be informed either by means of an informative notice on the Website or, as the case may be, by email to the Users.

If, as User, you want more information regarding what use we make of cookies, you can send us an e-mail to info@toormix.com.