January 29, 2014

Consumer Research: Starting a Movement
Albert Balcells | @balcells | albert@nextjump.com
ABOUT THIS PRESENTATION what we are about to tell you

IS NOT

IS

• data & demographics

• about – in our view – the most...
THE ESSENCE OF CREATING A COMPANY early on

• Is getting others to follow you:
-

co-founders
customers
investors
advisors...
CREATE A MOVEMENT

• When you create a startup, you are trying to
create a movement

• You need 3 things:
1. Faith
Believe...
5 practical tips
TIP 1: HOW DO I GET STARTED

• To validate your idea, test your product with an
actual person in mind

VS.

Jenna, 34, my ...
TIP 2: THE YOU +1 FRAMEWORK

• Many people “hide” their idea
• Those who don’t, validate it with friendlies
• 99% of the t...
TIP 3: GUERRILLA TESTING

• You don’t need to build a lot to test
• Examples of ways to get started:
a) Paper Mocks

b) Go...
TIP 4: THE RESEARCH ENVIRONMENT

• If you truly want to understand how well
consumers react to your product…

The mom with...
TIP 5: DON’T BE AFRAID TO LEARN FROM OTHERS

Don’t be afraid to
learn by copying
others
A simple framework: established pl...
YOUR ULTIMATE GOAL

• Your goal is to

Create fanatics
1  10  100
• Fanatics drive the success of a
business
• You want ...
Thank You
Consumer Research: Starting a Movement
Albert Balcells | @balcells | albert@nextjump.com
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Consumer Research: How to Start a Movement

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...a different spin on consumer research

Every business wants to create fanatics. In order to do that you need to create wonderful consumer stories, and to do that you to need to find out what they love and hate. Customer research should help uncover these stories, shape your product and help you succeed.

Published in: Technology, Business
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Consumer Research: How to Start a Movement

  1. 1. January 29, 2014 Consumer Research: Starting a Movement Albert Balcells | @balcells | albert@nextjump.com
  2. 2. ABOUT THIS PRESENTATION what we are about to tell you IS NOT IS • data & demographics • about – in our view – the most valuable things you can get out of consumer research • the mechanics of collecting consumer research • some practical tips
  3. 3. THE ESSENCE OF CREATING A COMPANY early on • Is getting others to follow you: - co-founders customers investors advisors partners … • You must truly believe in your idea and be authentic about it • Example: the soccer app
  4. 4. CREATE A MOVEMENT • When you create a startup, you are trying to create a movement • You need 3 things: 1. Faith Believe you are solving a big problem, have a solution that others will care about 2. Tools Your products & services, your marketing, … 3. Stories Consumer research Parables about real people. Ex: State of the Union, the President uses stories extensibly to convey his points
  5. 5. 5 practical tips
  6. 6. TIP 1: HOW DO I GET STARTED • To validate your idea, test your product with an actual person in mind VS. Jenna, 34, my neighbor Data. A generic segment • Target real people and not “segments” • Example: Overwhelming Offers
  7. 7. TIP 2: THE YOU +1 FRAMEWORK • Many people “hide” their idea • Those who don’t, validate it with friendlies • 99% of the time you will get lukewarm responses • Go to “difficult” people instead The you +1 framework You don’t need a sample of thousands to start Or a focus group frenzy
  8. 8. TIP 3: GUERRILLA TESTING • You don’t need to build a lot to test • Examples of ways to get started: a) Paper Mocks b) Google Adwords
  9. 9. TIP 4: THE RESEARCH ENVIRONMENT • If you truly want to understand how well consumers react to your product… The mom with a screaming baby ALTERNATE: Grand Central at rush hour
  10. 10. TIP 5: DON’T BE AFRAID TO LEARN FROM OTHERS Don’t be afraid to learn by copying others A simple framework: established players vs. newcomers
  11. 11. YOUR ULTIMATE GOAL • Your goal is to Create fanatics 1  10  100 • Fanatics drive the success of a business • You want to find out what they love and hate • Customer research should uncover their stories • The stories will shape your product Those who Like vs. Love your brand/product
  12. 12. Thank You Consumer Research: Starting a Movement Albert Balcells | @balcells | albert@nextjump.com

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