by Driving Experience Design Research: Insights from Novo Nordisk at QUAL360
As we approach the upcoming Qual360- Qualitative Research Summit in Berlin, we had the pleasure of speaking with one of our speakers, Alisan Atvur. Alisan is principal UX researcher at Future UX in Novo Nordisk A/S. His work focuses on improving the quality of care (QoC) for people living with chronic diseases. Over 17 years, his work has influenced Fortune 100 companies in healthcare, finance, consumer electronics, IOT, & retail. He periodically gives workshops and keynote lectures at international conferences and universities.
QUAL360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Alisan: I will introduce some of the approaches used by the Future UX team at Novo Nordisk. Namely, I will review how we establish experience objectives and evaluate how well a prototyped solution will achieve them. Although I will cover the 4 phases of this process, I’ll focus mostly on the tactics we employ to evaluate success based on primary research insights.
I’ll conclude with some reflections on how this work fits within our industry and the practice of experience design research.
I hope attendees will leave with curiosity about new ideas for designing research experiments and excited about the potential insights these experiments can create.
QUAL360:What motivates you to join the Qual360 Europe conference and what are your expectations?
Alisan: I think an essential responsibility of a researcher is to share what he or she learns. It feels right that I should share case studies, ideas, and insights with others so that this knowledge can be activated within the community. I’m also professionally curious to see how others have shaped their practice, so I look forward to the case studies and perspectives from other European companies.
QUAL360:What is the place of qualitative market research today, and where do you see the industry heading?
Alisan: I’m uncertain of the place of qualitative research today, namely because I see it as a part of a bigger operation of knowledge work.
I perceive qualitative research as a means to an end: it contributes to the insight-creation process which informs better decisions and better decisions serve organizations well. But qual is not the only activity fuelling the work of sensemaking, and I’m concerned when I observe people suggesting that quantitative research is somehow in opposition to qualitative research.
I hope the future of knowledge work is more interdisciplinary. I think we will see an increased interplay between sub-specialities within qualitative and quantitative research, and I think we will look to more principals and leaders to form synthesis practices which include input from diverse practices and data sources.
QUAL360: How are you responding to the availability of big data and the proliferation of AI tools when managing your qualitative consumer research?
Alisan: The operative word in your question is managing qualitative consumer research. New technologies (AI or otherwise) might provide great value in preparing research documentation, improving survey design, organizing notes, and other foundational research management tasks.
I’m open to the possibility that more sophisticated technologies could complete more sophisticated tasks. I’m curious but careful not to assume too much regarding the power of employing deep learning and AI tools, but I express the same cautious curiosity for most emerging technologies.
I imagine generative AI will be involved in design research tasks in the future, although I’m not certain any single specific entity (be it a single ethnographer or a specific AI) would consistently be the superior sense-maker. The peer review of our work (and the work of AI) will continue to be valuable and necessary.
QUAL360: Apart from work, what should delegates talk to you about at Qual360 Europe– do you have any personal interests, hobbies or extracurricular activities and engagements?
Alisan: I feel my calmest when I’m wearing my cooking apron. I don’t own much kitchen tech but enjoy learning new ways to cook with simple ingredients and organic vegetables. When I travel, I bring back local spices and chocolates to share.
When I’m not with family, a relaxing day involves coffee at a noisy café with a laptop and a book. When I feel especially brave, I’m practising Danish.
QUAL360: Favourite recommendations to make to industry colleagues for inspiration, innovation, guidance and leadership.
Alisan: For starting a career in design research, Gray et. Al’s Gamestorming as well as Martin and Hannington’s Universal Methods of Design are essential reads. I don’t have specific music recommendations, but I do have preferences. When I’m editing my work, I’m listening to Johan Johannson, Swoop and Cross, Federico Albanese, Hello Meteor, the sound of a busy city café, or silence.
Join us at QUAL360, the world’s only global conference series dedicated to qualitative market research, with a 15-year legacy of fostering a vibrant community of “Quallies.” On January 29-30, 2025, in Berlin, elevate your qualitative research skills with expert-led sessions, dynamic panel discussions, and invaluable networking opportunities. This year’s agenda focuses on the future of research, offering insights from leaders at Nestlé, Philips, Booking.com, PepsiCo, Capital.com, and many more.
Don’t miss your chance—Early bird pricing ends soon, and waiting could cost you an extra $500. Secure your spot today and save before prices increase!
