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Prepared by: The Insight Advantage 1
NorCal BMA Product Management Roundtable
June 17, 2014
Practical Ways to Integrate Customer
Perspective into Your Product Strategies
2
Why do research?
What gets in the way?
Easy as 1 – 2 – 3
Choosing the right tool
Summary
2
Today’s Agenda
3
Why Do Research?
3
4
Generate new product ideas
Develop messaging
Establish pricing
Set product revision priorities/product roadmap
Establish sales tools/marketing materials
Learn about competition
Product Planning Applications
5
What Gets in the Way?
5
6
Time
Budget
Resistance from Engineering and/or management
Difficult to get contact info
Don’t know how
6
Top Obstacles to Doing Research
7
7
Overcoming the Obstacles
8
Easy as….
8
1 – 2 – 3 Identify key
questionsPlan:tools/
resources/ logistics
Do the research/
share results
= Insights
9
Choosing the right tools
9
10
11
Overview of primary research tools
11
Qualitative
Deep knowledge about fewer people
Insights from below the surface
Discovery of previously unknown needs
Implicit info
Early stages of product process
Quantitative
Shallow knowledge about lots of people
Tip of the "cultural iceberg"
Info about known needs
Explicit info
Later stages of product process
Ethno-graphic Studies
Customer Panels
Usability Testing
In-Person Interviews
Focus Groups
Telephone Interviews/ Surveys
Print Surveys
Web Surveys
12
• Observation/interviewing focused on understanding values, beliefs, motivations
• Early concept development; lots of unknowns
Ethnographic Studies
• Always done in person; usually one-on-one
13
• Ongoing dialogue with static group of key customers
• To understand business issues; early visibility to upcoming issues/opportu-nities
• Input could be fed into the ideation stage
• Can be virtual and/or in person
Customer Panels
14
• Users are observed using the product
• Provides data on ease of use and drive features and documentation
• Helpful in development and testing/validation phases
• Not necessarily in person; can be self-administered
Usability Testing
15
• One-on-one discussion to collect information
• Provides primarily qualitative input from small numbers of people
• Helpful when defining product positioning or features; throughout the product process
• Always conducted in person
In-Person Interviews (IDI’s)
16
• Facilitated small group discussion
• To brainstorm names, problems, solutions, features
Focus Groups
• Usually used when in full production and market launch stages
• Usually in person; can be conducted online also
17
• One-on-one phone discussion to collect information
• Can combine qualitative and quantitative input
• Helpful when defining product positioning or features; throughout the product process
• Always conducted via phone
Telephone Interviews (IDI’s)/Surveys
18
• Printed survey, completed by hand
• To gather primarily quantita-tive data to support or reject hypotheses/beliefs
Print Surveys
• Usually used in full production phase after products/market are well-defined
• Handed out or mailed to respondents
19
• Online, interactive survey
• To gather primarily quantitative data to support or reject hypotheses/beliefs
• Usually used in full production phase after products/market is well-defined
• Can be widely promoted via email, pop-ups, social media, etc.
Web Surveys
20
• Objective To gather input from engineers (users):
• Value of various features/services
• Satisfaction levels
• Reactions to various price points
• Methodology Web-based survey; 50 respondents
• Results Learned most valued support elements: email support, quick responses
Targeted improvement areas: data quality/thoroughness
Got clearer on pricing strategy: per user pricing
Mapping Technology
21
• Objective To gather input from potential decision-makers
and users on:
• Usage patterns
• Satisfaction levels
• What they value most
• Methodology Web-based survey; 3,500 respondents
• Results Defined user profile: creative types
Validated the key perceived value of the service: large files
Learned about perceived key differentiator: ease of use
Online File Storage Service
22
Consumer ‘Smart’ Printer
• Objective To gather input from potential decision-makers
and users that would:
• Drive positioning/marketing messaging
• Help prioritize features/enhancements for v2 of the product
• Methodology 30 one-on-one interviews in 2 days
• Results Validated need and perceived benefits: ease of use/no PC
required
Fine-tuned marketing messages: “stay in touch easily”
Prioritized product features: customized calendars, offer template
options
23
• Customer input can help you make decisions about your products, services, organization
• The steps involved in conducting research are quite simple
• Focus on stage of the product and research objectives to choose the right research tool
• Customer insights product success
Conclusions
24
Q & A
25
For more information:
Phone: 408-358-0700
Email: [email protected]
Blog: www.TheInsightAdvantage.com/blog
Twitter: jenberkley
Contact us for:
1) e-version of Research Tools Matrix
2) recommended resources for various research tools…