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Shirin Oreizy
Founder & CEO at Next Step
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The Global Experience Summit 2020
November 9, 2020, Online, USA
The Global Experience Summit 2020
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The Global Experience Summit 2020
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Mixed Method User Research - Silicon Valley Startups’ Secret Weapon for Growth
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About the talk

If youʼre a researcher, designer or marketer you know one thing to be true: Having confidence that your research will produce results that motivate behavior change in your users matters.

In this talk, weʼll walk you through the proprietary mixed method framework we created to help some of Silicon Valley's most prominent companies leverage Behavioral Science in their user research.

What Weʼll Cover in this Talk:
- The GoldiLocks Challenge: Why this Mixed Method approach to user research is the perfect fit for teams looking to apply Behavioral Science in their work
- The Elements of the Mixed Method approach and best practices for introducing it into your work
- Real life examples from Silicon Valley startups using the framework to better understand their users and how to motivate behavior change

00:10 Intro

01:55 Spok or Homer

05:20 The science of design

12:43 Best practice

12:51 Qualitative user research

18:20 Qualitative research

24:30 Framing

28:50 Behavioral assessments

30:15 Research

About speakers

Shirin Oreizy
Founder & CEO at Next Step
Brad Swain
Behavioral Scientist at Hello Next Step

I'm the founder and CEO of Next Step, an award-winning Behavioral Marketing Agency with offices in San Francisco, CA & Boston, MA. At Next Step, we leverage the latest research in Behavioral Science (the study of how humans really make decisions) to design better outcomes for businesses in their marketing and growth initiatives. We do this through our mixed-method research model called The Science of Design™. Our client base is diverse and includes technology companies like GitHub & Credit Karma and Social Impact /Educational Institutions like The United Nations and Stanford University.

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Brad Swain is the Chief Behavioral Scientist at Next Step. I'm in charge of researching, design, and testing behaviorally informed solutions to help people live healthier, wealthier, and more environmentally friendly lives.

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Okay, so next stop we have we have two speakers. We have Sharon and brat from Next Step. So Sharon and Brad, would you like to put your your fuel cameras on here with off? So I drove it to you to slide through and he's really excited to be joining. You all hear from this guy, who is is Nick was mentioning in his talk of one of the really important elements of the future of user. Experience is Behavioral Science. And as applied behavioral scientist. We

really see our role as architects of the user's environment before we dig into exactly how we know Jesus has towards the desired Behavior. I want to take a moment to introduce everyone to be able to Simply put Behavioral Science is the study of how humans really make decisions are like to emphasize the word really, because there's also another field of study called economics, which I'm sure you're all familiar with that. Also looks at decision-making and traditional economic theory assumes that were always rational and our decision. Optimizers and

contrast. The research has been done by Nobel prize-winning, behavioral Economist like a Daniel Kahneman or Richard thaler so that we don't always make rational decisions. In fact, our emotions are environment by Mandingo the physical environment, as well as the digital and social factors heavily influence their decisions. I'm pretty sure if you've interacted with the human race for more than 2 minutes, it should hopefully come as no surprise to you. That there's a really big gap between what we say. We wanted you and will be actually end up doing. So we say we want to be healthy and

exercise. I let yet how many of us hit the snooze button on our alarm clocks because we were binge watching Netflix last night. And I think critical thing about not recognizing the role that people's emotions and environment and social factors influencing how

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Access to the talk “Mixed Method User Research - Silicon Valley Startups’ Secret Weapon for Growth”
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Shirin Oreizy
Brad Swain