Kamila Rodzinka
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Nov 04, 2024
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7 min read
Our recent project with a brand from the food commerce industry illustrated the profound impact of triangulation – integrating multiple research methods to uncover more profound insights into user behaviours and preferences. This article explores how triangulation enhances research quality and decision-making, drawing on our experiences with the abovementioned project and broader research principles.
What is triangulation?
Triangulation in research refers to using multiple methods, data sources, or perspectives to study a phenomenon. Originating from surveying, which helps pinpoint locations using various reference points, triangulation in research aims to create a comprehensive understanding of a subject by examining it from different angles. This approach mitigates biases associated with any single method, enhancing the validity and reliability of findings.
Benefits of triangulation
- Enhanced Validity: By employing diverse methodologies, researchers can confirm their findings and ensure consistency across data sources. This reduces the likelihood of bias and increases confidence in results.
- Comprehensive Understanding: Complex phenomena often require multifaceted exploration. Triangulation allows researchers to uncover various aspects and dimensions of a topic, leading to a more nuanced understanding.
- Bias Mitigation: Using multiple methods counters individual biases inherent in any approach, fostering objectivity in research outcomes.
- Addressing Research Limitations: Triangulation overcomes the limitations posed by singular methods or data sources, enriching the overall quality of the study.
- Increased Credibility: Converging evidence from different approaches bolsters the credibility and trustworthiness of research findings, making them more robust.
The importance of collaboration between research and analytics teams
At Flying Bisons, we recognised that combining our research and analytics teams into the Insights Team was crucial for delivering comprehensive insights. The synergy between these disciplines fosters:
- Better Decision-Making: Integrated insights allow designers and clients to make informed decisions based on a holistic understanding of user behaviour.
- Rapid Identification of Issues: We can quickly identify problems and propose effective solutions by collaborating closely.
- Deeper User Understanding: Combining quantitative metrics with qualitative insights provides a 360-degree view of user experiences and needs.
Broader implications of triangulation
The advantages observed in our previously described project align with broader research findings on triangulation's efficacy:
- According to SciSpace, triangulation enhances research quality by providing complementary analysis and reducing measurement errors.
- Mind the Graph emphasises that triangulation increases depth in research by merging diverse data sources and methodologies.
- Researcher triangulation allows for multiple perspectives to challenge interpretations and foster deeper insights.
Summary
Our case study exemplifies how triangulating data sources can lead to richer insights into user behaviour. By integrating quantitative analytics with qualitative ethnographic studies, we uncovered critical factors influencing user engagement that would have remained hidden using either method alone. As we continue to enhance our collaborative efforts within Flying Bisons, we are committed to leveraging triangulation as a foundational principle in our research methodology. This approach enriches our understanding and empowers us to design better user experiences that resonate with our client's objectives and users' needs.
