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Bob Boehringer, Director of Strategy, Elsevier
Carol Righi, UX Consultant
Collecting Actionable Customer Insight
What’s the Advantage of Customer Discovery?
• If you don’t address a customer need, you don’t have a product or service to sell
• Validate a product concept to determine whether investment is appropriate
• Gain a clearer picture of how your product / service can and should more impactfully support your customers’ workflow
• The purchasing and adoption decision process is influenced by the customer, NOT your internal staff
What Stages of the Product Development Cycle Are Most Dependent on Research?
Idea GenerationBusiness CaseProduct Testing / Design Refinement
Possible Impediments
Lack of fundingLack of buy-in / acceptance on the part of key stakeholders
Ensure that everyone is on the same page and wants to move forward with being a data-driven organization
UX versus Market Research
Although both strive to learn about customer wants and needs, they go about it differently, resulting in different types of data
Typical Market Research Typical UX ResearchLarge samples Small samples
What people say What people do
Focused on Opinions About a Product
Focused on How They Use a Product
Opinion based Observation based
Content used by permission of Gina Bhawalkar, Scottrade
Key Components of a Successful Research Plan
Clearly defined objectiveTargeted customer sample(s)The right methodologyQuestions that get to meaningful, predictive dataAnalysis – interpretive and contextual
Clearly Defined Objectives
What is your overall goal?What questions do you need answered?
Targeting Customer Samples
Define target audience Segment as appropriateEvaluate your ability to reach your targetDetermine target sample size
QualitativeQualitative QuantitativeQuantitative
AdvantagesGreat complement to
quantitativeOffers more detail and contextLimitationsCan be costlyBecause samples are smaller,
generalizations can not be formally made
Unless themes emerge, data can be complex to analyze
AdvantagesFindings can be used to make
assumptionsFairly easy to analyze resultsCost efficientLimitationsLimited context
Methodology
Provides narrative color and context;smaller sample
Provides larger scale; more statistically relevant; typically used in latter stage of research
The Best Research is a Multi-Step Process
UnderstandingOf Customer
Workflow
What PainWill You
Address?
FormulateHypotheses
Test Hypotheses
CrystallizeProduct Concept
ShapeBusiness
Case
Good Questions = Good Data
Discussion GuidesQuestions should align with objectivesAvoid questions that ask customers to predict what they
might do; the only thing that predicts future behavior is past behavior
Ask questions about current and past behaviorAsk the “why” behind a response as appropriateDevelop questions with an eye toward how data will
reported
Good Questions = Good Data
SurveysQuestions should align with objectivesSelect your questions judiciously; fewer is betterCraft and pilot questionsToo many open-ended questions will typically decrease
response rates; multiple choice/scenario questions can get to similar data
Develop questions with an eye toward how data will be reported
Analysis: Going Beyond Data
Straight data reporting is of limited useIdentify common themesFindings should ultimately answer key business questionsOrganize findings in a way that tells a compelling story;
“package” your data in a way that resonates with your audienceIncluding verbatims can add credibilityOnce product is defined and designed, UX can inform all
aspects of product development
Moving Beyond the Business Case
Understand customerconceptual models
Test the prototypes
Createlow-fidelity prototypes
Flesh out the detailed design
Test the detailed design
Document styles,Templates,conventions
About the Presenters
Bob Boehringer Bob Boehringer has been involved in developing
marketing strategies for twenty years. He’s been involved in customer-facing strategies throughout the span of his career, including marketing campaigns, branding initiatives, longitudinal customer pulse studies and product research. He is currently a Director of Strategy, Educational Digital Solutions, for Elsevier.
About the Presenters
Carol Righi Carol Righi hold a PhD. in psychology and is a
professional human-computer interaction designer and researcher. Carol has close to 20 years of consulting experience, including a stint for IBM Global Services. Carol currently runs her own User Experience consulting company, CarolRighi.com.
Carol’s publications can be found at:http://carolrighi.com/about_pubs.htm