LIXIL Card Sorting Exercise Analysis

Overview

This analysis is part of a larger user research card sorting exercise focused on understanding which research activities are important to users based on their role or job function AND how users logically group these research activities. We asked LIXIL to participate in this exercise; below is the feedback an assessment of their collective results, shown in aggregate and broken down my teams that participates (5 total, each comprised of members in the same job function).

Highlights

Which research activities were most important per group?

 

  • Understand consumer trends

  • Understand a company or market

  • Analyze and measure conversations around trends, products, events or issues

  • Inform and optimize brand message and delivery

  • Predict future consumer trends and needs

Headquarters


  • Understand a broad topic at a high level

  • Understand a specific topic at a high level

  • Understand an industry at a high level

  • Understand a company or market

  • Identify my competitors

  • Identify my competitors' current and future trends

  • Understand my competitors' business strategy, products, vendors, etc.

CIG


  • Understand consumer trends

  • Analyze the reputation of a person

  • Compare my products with my competitors' products

  • Identify my competitors' current and future trends

  • Understand my competitors' business strategy, products, vendors, etc.

  • Compare patents with my competitors

  • Understand intersection and overlaps of technology

  • Understand capabilities of a certain technology or material

Research and Development


  • Understand a specific topic at a high level

  • Understand consumer trends

  • Understand a company or market

  • Analyze the reputation of my competitors

  • Identify my competitors

  • Compare my products with my competitors' products

  • Understand my competitors' business strategy, products, vendors, etc.

  • Compare patents with my competitors

  • Identify technology gaps

  • Understand capabilities of a certain technology or material

  • Predict future consumer trends and needs

LHT


  • Understand a specific topic at a high level

  • Understand major events or activities

  • Understand a company or market

  • Identify my competitors' current and future trends

  • Understand my competitors' business strategy, products, vendors, etc.

  • Compare patents with my competitors

  • Understand capabilities of a certain technology or material

  • Predict future consumer trends and needs

  • Analyze product reviews

LWT

 

 

Which research activities were most important overall?

 

None

5/5 Groups (100%)


  • Understand a company or market

  • Understand my competitors' business strategy, products, vendors, etc.

4/5 Groups (80%)


  • Understand a specific topic at a high level

  • Understand consumer trends

  • Identify my competitors' current and future trends

  • Compare patents with my competitors

  • Understand capabilities of a certain technology or material

  • Predict future consumer trends and needs

3/5 Groups (60%)


  • Identify my competitors

  • Compare my products with my competitors' products

2/5 Groups (40%)


  • Understand a broad topic at a high level

  • Understand an industry at a high level

  • Understand major events or activities

  • Analyze and measure conversations around trends, products, events or issues

  • Inform and optimize brand message and delivery

  • Analyze the reputation of my competitors

  • Analyze the reputation of a person

  • Understand intersection and overlaps of technology

  • Identify technology gaps

  • Analyze product reviews

1/5 Groups (20%)


  • Understand media coverage of products

  • Understand global and local issues

  • Predict future trends

  • Assess product trends

  • Analyze the reputation of my company

  • Understand my competitors' media strategy

  • Map my competitors' acquisitions and investments

  • Analyze a survey

0/5 Groups (0%)

 

High Frequency Cards in Standardized Groups

I found some patterns in some of the group names and their contents, so I created a set of standardized groups to combine groupings that were similar across the LIXIL team results. (Not all the LIXIL-created groups were able to be combined together; there are some "outlier" groups, which means there were certain cards the team did classify in a consistent way from group to group)

  1. Competitive Analysis (8 unique cards, 85% agreement)

  2. Marketing (10 unique cards, 75% agreement)

  3. Analysis (7 unique cards, 71% agreement)

  4. Technology (6 unique cards, 61% agreement)

  5. Trends (8 unique cards, 58% agreement)

  6. General Understanding (13 unique card, 55% agreement)

  7. Survey (1 unique card, 100% agreement)

Standardized Groups

 

Most Frequently Occurring Cards in Each Group

This list shows groups of cards that were most frequently placed in each of the standardized categories, which shows high agreement between groups on classification of these particular cards. (Check out the Standardization Grid at the bottom of this section to look at the distribution of cards across the standardized categories.)

 

  • Identify my competitors' current and future trends

  • Understand my competitors' business strategy, products, vendors, etc.

  • Map my competitors' acquisitions and investments

  • Identify my competitors

  • Understand my competitors' media strategy

  • Analyze the reputation of my competitor(s)

  • Analyze the reputation of my competitor(s)

  • Compare patents with my competitors

Competitive Analysis


  • Understand consumer trends

  • Predict future consumer trends and needs

  • Analyze the reputation of my company

  • Analyze and measure conversations around trends, products, events or issues

  • Understand media coverage of products

Marketing


  • Analyze the reputation of a person

  • Analyze product reviews

  • Analyze a survey

Analysis


  • Identify technology gaps

  • Understand capabilities of a certain technology or material

  • Understand intersection and overlaps of technology

Technology


  • Predict future consumer trends and needs

  • Analyze product reviews

  • Predict future trends

  • Understand consumer trends

  • Assess product trends

Trends


  • Understand major events or activities

  • Understand a specific topic at a high level

  • Understand an industry at a high level

  • Understand a broad topic at a high level

  • Understand global and local issues

General Understanding


  • Analyze a survey

Survey

 

Standardization Grid

The standardization grid shows the distribution of cards across the standardized categories you have defined. Each table cell shows the number of times a card was sorted into the corresponding standardized category.

 

Standardization Grid.png

 

Groups of Cards that Appeared Together

Although some cards were hard to classify, there were certain cards that always or often appeared together. So, even if the teams had different opinions about which category a set of cards should be in, there were some sets of cards that were always found in the same category. This means that the participants felt like these individual research activities logically belonged together, regardless of their larger category or the other cards they were paired with. (Check out the Similarity Matrix at the bottom of this section to look at all the individual card parings).

Always (100%)

  • Understand a broad topic at a high level

  • Understand a specific topic at a high level

  • Understand an industry at a high level

Set 101


  • Compare my products with my competitors products

  • Compare patents with my competitors

Set 102


  • Identify my competitors

  • Identify my competitors' current and future trends

  • Understand my competitors' business strategy, products, vendors, etc.

  • Map my competitors' acquisitions and investments

Set 103

 

Often (80%)

  • (Set 101) +

  • Understand major events or activities

Set 201


  • (Set 103) +

  • Analyze the reputation of my competitor(s)

  • Understand my competitors' media strategy

Set 202

 

Similarity Matrix

The similarity matrix shows the percentage of participants (teams) who agree with each card pairing.

 

Similarity Matrix.png