Projective Research — A conversation with Kyle Soucy — E28

Bio
Kyle Soucy is the Founding Principal of Usable Interface, an independent UX research consulting company specializing in qualitative user research, usability testing, research strategy, and training. She has spent the last 25 years helping create intuitive interfaces for a variety of different products ranging from desktop & mobile apps, websites, medical devices, home entertainment systems, and even kitchen appliances.

Kyle is not just a practitioner but a catalyst for community development. She hosts a podcast, The UX Consultants Lounge, aimed at fostering a supportive collective and learning among UX professionals. As the Founder of NH UXPA and former President, she champions the continued growth of the UX community. Kyle also served as Chair for the Philadelphia Chapter of ACM’s Computer-Human Interaction group (PhillyCHI) and as the Career Center Lead for the Information Architecture Conference (IAC) since 2016.

Summary
In this conversation, Matthew and Kyle Soucy delve into the world of projective techniques in UX research. They discuss the importance of these techniques in eliciting deeper emotional responses from participants, the challenges faced in qualitative research, and the balance between generative and evaluative methods. Kyle shares insights on navigating sensitive topics, the impact of research on stakeholders, and the democratization of research practices. The discussion highlights the need for researchers to take a stand and advocate for user-centered approaches in a fast-paced business environment.

Takeaways
Projective techniques encourage participants to express feelings they may not articulate directly.
These techniques can be particularly effective for sensitive topics.
Emotional responses during research can provide valuable insights.
Stakeholders often need to see the emotional impact of research to appreciate its value.
Qualitative research is often undervalued in fast-paced environments.
Democratization of research can lead to challenges if not managed properly.
It's important to balance business goals with user needs in research.
Researchers should be prepared for emotional reactions during interviews.
The richness of data from projective techniques can lead to deeper understanding.
Training and passion for research are crucial for effective outcomes. 

Chapters
00:00 Cold (NPR-less) Open
01:18 Understanding Projective Techniques
04:34 When and How to Use Projective Techniques
10:42 Benefits of Projective Techniques
16:13 Engaging People with Projective Techniques
24:24 The Importance of Participant Comfort & Safety
30:08 The Value
36:21 The Need for Actionable Insights
41:36 Democratization of Research and Its Implications
50:26 7 +/- 2 Questions
50:59 Who did you help recently and how did it make you feel?
51:30 What's your least favorite thing about your profession?
52:33 What is the most beautiful thing you've seen in the past week that has nothing to do with the screen?
53:21 What's the decision that you made that prioritized business goals over users and how do you feel about it?
55:14 Who should I talk with next?
55:56 What do you hope to not be carrying anymore?

Keywords
UX research, projective techniques, qualitative research, emotional responses, stakeholder engagement, user experience, generative techniques, evaluative techniques, research challenges, democratization of research