Page 29 - Process Book Abdul Raffai Waqar

DEFINITION PHASE
Ch 03
Designing the Approach - Qualitative Data Collection

Semi-Structured Interviews

6 Semi-Structured Interviews

Data Collection Rationale Assumptions
Category of Location /No Primary Rationale
Traveller of Interviews
Six semi-structured interviews were It was assumed that the researcher was
conducted to help empathise with the Experienced 2 In-person To Identify important interactions missed by inexperienced travellers. not subject to research and observer
Travellers Interviews
problems faced by air travellers bias. For the participants, it is assumed
through answering the primary Beginner 2 In-person To identify the major interactions and touch points in their journey. that they provided honest answers
Traveller Interviews
research questions. Two interviews without being subjected to social
were taken online which was an Have not 2 Online To understand and empathise with expectations of a new traveller. desirability bias.
Travelled Interviews
inconsistency and limitation.

Interview Recordings Empathy Interview Map Empathy Map Stakeholder Map

Process Rationale Process Rationale Process Rationale Process Rationale

This was done so the transcripts could This was done so that the top This was done to collect data and This allowed the insight from

be thoroughly analysed with thematic interactions could be found to answer develop a link between the traveller’s participants to be taken into
analysis for finding answers to the one of the research questions. Having emotions and travel interactions. This consideration while recognising the

primary research questions which the data separately organised would was later analysed separately through primary target group for the potential
would ultimately guide the design also later make it straightforward to do comparative thematic analysis. solution. This was analysed through

decisions for the project. comparative thematic analysis. conceptual content analysis.

Data Collection Process Data Collection Process Data Collection Process Data Collection Process

The interviews were recorded with the The top five pieces of travel tasks or To develop understanding of air The stakeholder map exercise helped
consent of the participants. These were information around air travel with the traveller's emotions and thought identify the most recurring user target

later transcribed and stored securely. level of stress and time consumption processes, the empathy map was used group for the project which helped
Experienced travellers were interviewed experienced during those interactions to collect data. The participants were identify the specific primary target

first which also acted as a pilot study for were collected on empathy . The guided on how to fill the sheet. group. The structure of the stakeholder
interviews leading to the primary participants were guided on how to fill Pre-travel, during travel and post travel map sheet was explained to the

stakeholders – Inexperienced travellers the sheet. interactions were written in green, blue participants before the exercise.
such as students. and red colours respectively.

Research & Design Project | Definition Phase