Barrier #1 – We gather superficial data Short interviews Multiple choice surveys Demographics Averaging/”bucketizing” Deeper insights require trust, open questions and exploration.
Barrier #2 – We apply wrong methods surveys focus groups interviews observation prototyping Requirements workshopsinnovation games brainstorming Surveys and focus groups are not effective for developing and evaluating new product ideas. Unconscious thoughts are the most accurate predictors of what people will actually do. - Gerald Zaltman, How Customers Think
Barrier #5 – We inject error through focus groups One-on-one interviews are as effective as an equal number of focus groups. - Griffin and Hauser, “The Voice of the Customer” Improve results via delphi method and innovation games
Barrier #6 – We interpret the results our wayOver 80% of market researchserves mainly to reinforceexisting conclusions.- Robert Deshpande, Using Market Knowledge, 2001
Barriers to good requirementsWe gather superficial dataWe apply wrong methodsWhat they say isn’t what they doWe bias the processWe inject error through focus groupsWe interpret the results our way
Business Analysis Book of Knowledge (BABOK) How Customers Think, Gerald Zaltman Innovation Games, Luke Hohmann Gamestorming, Dave Gray, Sunni Brown and James Macanufo Pat Scherer email@example.com http://www.slideshare.net/patscherer/