Guerrilla Research Methods

Todd Zaki Warfel (Messagefirst)
Location: New York East Level:
Tags: design_ux
Average rating: ****.
(4.25, 4 ratings)

This hands-on session will cover a number of low cost, yet powerful research methods to help you make better data-driven design decisions. We’ll provide a number of techniques for recruiting research participants, creating better research questions, and what to do with your data once you’ve conducted your research. Topics covered will include:

How to sell guerrilla research into a project from the start How to recruit better participants How to form better research questions What to do with your data once you have it A number of inexpensive, quick, but highly effective research methods when time and/or budget are limited Real-world case studies to show how guerrilla research methods provide measurable ROI Assessment methodology to determine which method is best for their project or situation Valuable “how-tos” to execute the research

Learn the answers to tricky questions such as:

How do I get my boss or client to buy into doing research for my project? What is guerrilla research and how is it different than traditional market research? What are some guerrilla research methods and what kind of results can I expect? How do I pick the right method(s)? What’s the downside/shortcoming of guerrilla research methods compared to other research methods?

Todd Zaki Warfel


Todd Zaki Warfel is a Principal Design Researcher and founder of Messagefirst, a Philadelphia-based design research consulting firm, where he blends research and design to evolve products in innovate and beautiful ways. Todd is a dynamic speaker and storyteller by nature. He’s rarely short on details. He is an active member in a number of industry communities and organizations, including the Information Architecture Institute, IxDA, and UPA.

Todd’s clients have included Albertsons, AT&T Wireless, Bankrate, Bank of America, Citibank, Comcast, Cornell University, IntraLinks, The Hartford, LA Times, Motorla, Palm, and SBC.

Todd currently lives in Philadelphia and blogs at His upcoming book ‘Practical Prototyping’ will take a hands-on approach, enabling you to develop prototypes with minimal muss and fuss. The book discusses how prototypes are more than just a design tool by demonstrating how they can help you market a product, gain internal buy-in, and test feasibility with your development team. Todd is co-authoring a book on research methods due out in 2010.

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Picture of Marcelo Albagli
Marcelo Albagli
10/12/2011 9:18am EDT

Great workshop. Wish we had more time to go deeper.

Todd Zaki Warfel
10/11/2011 4:26am EDT

The slides are available for download on SpeakerDeck

Edward Conway
10/11/2011 4:10am EDT

Thanks for the workshop yesterday. Can you share the link to your slide deck here?

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