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Mixed Methods: Interviews, Surveys, Competitive Review

Project Background

  • The company was looking to:

    • Expand its business and gain corporate clients

    • Understand if should invest in building a CRM or just partnering with existing CRM products.

Study Goals

  • Gain a comprehensive understanding of the market needs of Talent Engagement platforms regarding CRM platforms.

  • Understand how users were using CRMs to manage candidates

  • Identify pain points

  • Identify must-have features in a new CRM

  • Identify important analytics  and metrics

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Cross-functional team

  • Designer

  • Product Manager

  • UX Researcher ( me)

Research Planning and Collaboration

  • Goal Alignment: Collaborated with the PM to define the study’s objectives, determining what information was crucial and how it would be used.

  • User Identification: Identified target user groups, ensuring the selection of participants aligned with our study goals.

  • Product Selection: Carefully chose the products for user conversation and exclude software users we did not want to talk with.

  • Question Development: Worked closely with the PM to craft and prioritize research questions, iteratively refining and eliminating questions as needed.

  • Sales Team Insights: Engaged with the Sales team to incorporate common customer queries and concerns into our research framework.

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Methodology

  • Moderated Interviews

  • Surveys via Userinterviews.com

  • Competitive analysis from review sites like G2​

Test script

  • Background on who they are

  • How and where do you begin recruiting and sourcing?

  • How do you define CRM/ATS? Which ones using today?

  • How do you envision CRM and ATS working together?

  • How are you using you CRM and ATS today?

  • What are most valuable items from ATS and CRM?

  • What tasks does CRM not support enough?

  • What analytics and metrics do you track?

  • What would ideal process look like?

  • How have you automated your recruiting process?

  • How are you using AI when recruiting?

  • What features would a new CRM must have?

  • What features should be avoided in a new CRM?

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Recruiting participants

  • Recruitment: Sourced 10 participants through UserInterviews.com, ensuring a diverse user base relevant to our research goals.

Running research interviews and communicating with the team

  • Session Format: Conducted remote sessions via Zoom, adapting to participants' technical and privacy constraints.

  • Screen Sharing Challenges: Initially aimed to have users share their screens, but encountered limitations due to permissions and proprietary concerns. Implemented workarounds, such as requesting screenshots where possible.

  • Collaboration with PM: The PM attended most sessions; when unavailable, I provided recordings and detailed notes to maintain alignment.

Analysis of session recordings

  • Interview Review: 

    • Analyzed recorded interviews to extract detailed notes and create video clips for stakeholder sharing.

  • Note-Taking and Theming: 

    • Utilized FigJam for note-taking and topic categorization, organizing insights through Affinity Mapping to identify trends and quantifiable metrics.

  • Survey Data Analysis: 

    • Leveraged Google Sheets to analyze screener survey data, examining key variables such as tools used, company size, Talent Acquisition team size, AI usage, and participant roles and responsibilities.

  • Competitive Analysis: 

    • Conducted a comprehensive review of competitive feedback from G2 over the past year, applying Affinity Mapping and AI tools to uncover patterns and insights.

Presenting findings to larger team

  • 1-hour meeting with the larger team to go over findings

    • Report included​

      • Purpose and goals of the study​

      • Methodology

      • Executive summary

      • Journey Map

      • Participant profiles

      • Research summaries of various topics

      • Videos showing issues and positive feedback

      • Tables with information

      • Recommendations

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Post meeting actions

  • Findings were added to the product backlog

  • The entire deck was sent to Product team and Sales team

  • Recruiter Persona created

Positive feedback

  • Sales team used findings when selling to new clients. "We were able to speak the customers language and they were impressed that we understood their workflows"

Report example available upon request

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