Method vs. methodology: understanding the difference - UX ...

A method is simply the tool used to answer your research questions — how, in short, you will go about collecting your data. Examples of UX research methods ... GetstartedOpeninappSigninGetstartedFollow430KFollowers·Editors'picksReceiveournewsletterPublishastoryAboutGetstartedOpeninappMethodvs.methodology:understandingthedifferenceKathrynBrookshierJan22,2018·4minreadPhotobydesignhorfonUnsplashAsUXresearchpractitioners,aportionofourworkisspentexplainingwhatourworkentailsandhowitcanpositivelyimpacttheuser.OneuncertainlyIseeresearchcolleaguesandpeersencounteristhesemanticdifferencebetween“method”and“methodology.”Thisisimportant,sinceusingtheappropriatevocabularytotalkaboutyourUXresearchpracticecultivatestrust.Itshowsyouunderstandthenuancesoftheterminology,andbyextensionareknowledgeableinyourfield.So—ataUXmeetup,orduringandinterview,shouldwesay“Iuseseveralmethods”or“Iuseseveralmethodologies”?Shouldwesay“Iuseseveralmethods”or“Iuseseveralmethodologies”?Bothcouldbecorrect.While“method”and“methodology”arecloselyintertwined,theyservedifferentrolesintheresearchprocessandshouldbetreatedaccordingly.Let’stalkaboutthedistinction.Thedifferencebetween“method”and“methodology”MethodAmethodissimplythetoolusedtoansweryourresearchquestions—how,inshort,youwillgoaboutcollectingyourdata.ExamplesofUXresearchmethodsinclude:ContextualinquiryInterviewUsabilitystudySurveyDiarystudyCardsortIfyouarechoosingamongthese,youmightsay“whatmethodshouldIuse?”andsettleononeormoremethodstoansweryourresearchquestion.MethodologyAmethodologyistherationalefortheresearchapproach,andthelensthroughwhichtheanalysisoccurs.Saidanotherway,amethodologydescribesthe“generalresearchstrategythatoutlinesthewayinwhichresearchistobeundertaken”(AnIntroductiontothePhilosophyofMethodology,Howell2013).Themethodologyshouldimpactwhichmethod(s)foraresearchendeavorareselectedinordertogeneratethecompellingdata.Examplesofmethodologies,courtesyofElinBjorling,include:Phenomenology:describesthe“livedexperience”ofaparticularphenomenonEthnography:exploresthesocialworldorculture,sharedbeliefsandbehaviorsParticipatory:viewstheparticipantsasactiveresearchersEthnomethodology:examineshowpeopleusedialogueandbodylanguagetoconstructaworldviewGroundingtheory*:assumesablankslateandusesaninductiveapproachtodevelopanewtheory*Despitethefactthatgroundingtheoryhastheoryinitsname,don’tletthatfoolyou—itisactuallyamethodologybecauseitaimstogeneratetheoryfromsystematicapplicationofresearch.IfyouwantedtoknowaboutthelivedexperiencespurchasingfoodintheUnitedStates,forinstance,youwouldbeusingthephenomenologymethodology—andfromthereyoucouldchoosefromdifferentmethodstocollectthatdata.Forinstance,youmightperformacontextualinquiryandshopalongsideparticipants;youmightalsointerviewahandfulofparticipantsandaskthemtorecounttheirmostrecentgroceryshoppingexperience;youmightequallychoosetodoasurveyandaskthesamequestionstohundredsofparticipants.Becausethecontextualinquirygetstheresearchermuchclosertotheactualsetting,theresultsmaybeconsideredstrongerandmoretransferableinthefuture.Examplesofwhentouse“method”and“methodology”Ifyouworkinindustry,it’slikelythatyouwillmostlybetalkingaboutmethods.Herearesomewaysyoucanuse“methods”incontext:I’mtryingtodecidebetweendoingacontextualinquiry,orbringinginparticipantsforinterviews.Whichmethodwouldyouchoosewhilebalancingcost,researchtime,andusefulnessofthedata?Wewanttohaveharddatawithalargenumberofparticipantstoanswerthisquestion,soweshouldchooseaquantitativemethod,suchasasurveythatcollectsdatawithLikertscales.Ifyouareworkinginacademiaandwritingresearchpapers,youwanttoconsiderincludingadescriptionofyourmethodology.However,framingyourapproachinindustrycanhavemanybenefitsaswell.Hereareseveralexamplesforusing“methodology”:ThephenomenologicalmethodologywaschosenforthisstudyontheexperienceofpeopleresidinginlowincomehousinginCaliforniabecausetheholisticlivedexperienceuncoveredareasofopportunityforthestatetoimplementfortheirnextlowincomehousingproject.Inordertocreatebrandnewpartyboardgame,weusedtheparticipatorymethodologicalapproachinourdesignresearchprocess.Thisallowedustoconsiderthesocialatmosphereandtakeinputfromourparticipantswhendevelopinggameplayandrules.Inshort—Askyourselfwhetheryouaredescribinghowyouwillcollectyourdata(method),orifit’sthebroaderstrategyforyourresearchapproach(methodology).Withonemethodology,youcanapplyseveraldifferentmethodstosupportorrejecttheresearchhypothesis.Fortheindustrypractitioner,youtypicallywillbetalkingaboutmethods.Fortheacademic,youmaybetalkingbothabouttheframingmethodologyandmethodsusedtoaccomplishyourresearchgoals.Ifyouenjoyedthisarticle,feelfreetoclap👏👏👏tohelpothersfindit.KathrynBrookshierSeniorUXResearcheratIndeed,UWHCDElecturer,andUXmentorFollow1.1K61.1K 1.1K6UXMethodologyMethodsUserResearchResearchMorefromUXCollectiveFollowWebelievedesignersarethinkersasmuchastheyaremakers.CuratedstoriesonUX,Visual&ProductDesign.ReadmorefromUXCollectiveMoreFromMediumIsAgiletheEnemy(ofGoodDesign)?JohnCutlerinHackerNoon.com17TotallyFreeVennDiagramTemplatesPaymanTaeiinTowardsDataScienceDesigner’sGuidetoWorkingwithDevelopersPanuKorhoneninFutureisPresentTenseDesignshouldbeforpeople,notfordesignersИльяСидоренкоinUXPlanetDon’tm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