How we do research

We use qualitative and quantitative research methods to understand and improve customer experiences.

Qualitative research helps us understand how and why something happens.

Quantitative research tells us what is happening and how many people it affects. Both methods are useful and work best when used together.

Qualitative research

Qualitative research is a key activity across the design and delivery process to understand the customer experience.

We understand customer experiences by speaking directly with them. This helps us understand the context behind what they say and do.

We can also learn the deeper reasons behind people’s choices and the hidden causes of problems. This helps us make real changes to ensure we’re addressing the needs of the community we serve.

Our process

The process involves planning, conducting, analysing and applying the research.

We plan the research by:

• reviewing existing research and information
• developing a research proposal
• completing an Ethics and Risk Assessment
• recruiting and screening participants
• preparing research resources, like a discussion guide and privacy and consent forms.

We conduct the research by:

• preparing the team with briefings
• engaging with participants
• debriefing with the research team
• storing and sorting interview notes.

We analyse the research by:

• downloading and breaking down data
• finding themes and patterns
• analysing and interpreting findings
• synthesising insights
• organising them into a digestible format.

We apply the research by:

• developing research documents and outputs ensuring all customer information is de-identified
• showcasing and validating findings and insights with relevant stakeholders
• storing research in the agency’s Customer Insights Library, which is accessible to Australian Public Service staff
• engaging with relevant stakeholders to share outputs.

When research is complete, we review the findings to identify opportunities to make changes. If changes are made, we check how they’re working and adjust them if needed.

Participants

We want our research to include a diverse mix of people. When we run qualitative research, we make sure our participants reflect the groups we serve. This includes people of different ages, genders, literacy levels, culturally and linguistically diverse backgrounds and Aboriginal and Torres Strait Islander peoples. It also includes people with disability.

We check for any risks during recruitment for research and interviews to keep both participants and researchers safe. Research participants may be recruited internally by us, or through external service providers. When we recruit participants internally, we conduct suitability checks. This helps us avoid recruiting vulnerable customers or people who don't want to participate.

By creating a safe and diverse environment, we can collect insights that reflect the real needs and experiences of the communities we serve.

Ethics

Our research follows the Australian Code for the Responsible Conduct of Research. To make sure our research is ethical and safe, we complete an Ethical Risk Assessment. This helps us to protect:

• the safety of the participants and researchers
• the privacy of the participants
• the integrity of the project
• public trust and the reputation of our agency

For more information on ethics, read the National Statement on Ethical Conduct in Human Research on the National Health and Medical Research Council website.