Market Research is Broken

From Lean Day UX, March 1, 2013, in New York

Transcript

1. Market Research is Broken Lean Thinking Can Help Fix It
2. Hi, i’m @farrahbostic I run...
3. If I’d asked people what they wanted, they would have told me ‘Faster horses’. - henry ford
4. 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
5. 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
6. We want to stand at the intersection of computers and humanism. - steve jobs
7. forget conventional wisdom
8. waterfall monuments waste push
9. information request research RFP study design recruitment fielding Analysis Brand/product team research & insights research company recruiter/panel moderators research company
10. The segments The methodology The screener The discussion guide The facility The report
11. doing too much downtime travel inefficiency stockpiling unnecessary effort defects
12. 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
13. we assume we know The customer The value proposition That there is a right way to get the answer [maybe even the answer itself]
14. then it hit me...
15. Applying lean principles to research
16. 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
17. 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.
18. use right-sized tools
19. who is your customer?
20. customer development, not respondent recruiting
21. ditch the script
22. Be nice and listen. http://giffconstable.com/2010/07/12-tips-for-early-customer-development-interviews/
23. Talk to people where it’s relevant or convenient a.k.a., NOT HERE
24. information should be re-usable, not disposable
25. there’s more to come... but until then - this was fun. thanks!