market research is broken: lean can help fix it
Post on 19-Oct-2014
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My presentation at Lean Day UX, March 1, 2013, in New York. Thanks to Jeff Gothelf, Josh Seiden, and Neo for hosting.TRANSCRIPT
Market Research is Broken
Lean Thinking Can Help Fix It
Hi, i’m @farrahbostic
I run...
If I’d asked people what they wanted,
they would have told me ‘Faster horses’.
- henry ford
If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as
from your own.- henry ford
It's really hard to design products by focus groups. A lot of times,
people don't know what they want until you show it to them.
- steve jobs
We want to stand at the intersection of
computers and humanism.- steve jobs
forget conventional
wisdom
waterfall
monuments
waste
push
information request
research RFP
study design
recruitment
fielding
Analysis
Brand/product team
research & insights
research company
recruiter/panel
moderators
research company
The segments
The methodology
The screener
The discussion
guideThe facility The report
doing too muchdowntime
travelinefficiencystockpiling
unnecessary effortdefects
it’s often a push model“In push production you produce
items on a predetermined schedule or forecast. The result is inventory - manufactured items for which there
is not yet a customer.”
http://www.gembutsu.com/articles/leanmanufacturingglossary.html
we assume we knowThe customer
The value propositionThat there is a right way to get the answer
[maybe even the answer itself]
then it hit me...
Applying lean principles to research
Principles of Lean research
Start with hypotheses, not conclusions
Use right-size tools
Know the difference between the customer you have and the customer you wish you had
Make research about customer development, not respondent recruiting
Ditch the script - keep asking new questions
Talk to people where it’s relevant or convenient
Create living, usable data sets
PLACE BETS:generate hypotheses before ‘finding insights’
About the customer.
About what matters to them.
About how they live their lives.
About what they desire or how we can solve a painful problem.
use right-sized tools
who is your customer?
customer development,
not respondent recruiting
ditch the script
Be nice and listen.
http://giffconstable.com/2010/07/12-tips-for-early-customer-development-interviews/
Talk to people where it’s relevant or convenient
a.k.a., NOT HERE
information should be re-usable, not disposable
there’s more to come...but until then - this was fun.
thanks!