MEMSI June 2018: Primary Market Research Workshop
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This document provides an overview of primary market research techniques for testing ideas with target customers. It discusses qualitative methods like interviews and observation as well as quantitative methods like online experiments. It then focuses on two specific techniques: card sorting exercises to understand how users organize information, and landing page tests to assess interest in an idea by analyzing conversion metrics. The document provides tips for effectively conducting these techniques and interpreting the results to help decide next steps.
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MEMSI June 2018: Primary Market Research Workshop
- 1. MIT Entrepreneurship and Maker Skills Integrator Primary Market Research Skills Clinic May 2018 Elaine Chen
- 5. versus Qualitative Quantitative Primary Market Research: A Bird’s Eye View
- 6. Some go-to PMR techniques 6 Detailed Interviews Observation Immersion Landing page experimentsCard sorting exercise Facebook ad experiments
- 9. Simulation: Fast food • Develop a persona based on your group’s shared needs/wants • Come up with a solution • Brainstorm 10-15 features • Write 1 feature per card • Make the features as separate as possible • KEEP IT MOVING!
- 10. Sharing! 10
- 11. Pro-tips • Make the features as small as possible • Run the card sorting in 2 stages: • Elimination • Prioritization • Ask the test subject to keep talking while sorting – and take notes along the way • KEEP IT MOVING! 11
- 13. A typical digital experiment 13 Design landing page(s) with a call to action State the hypothesis Design an experiment Send out landing page to suspects Wait for results to come in Analyze sales funnel metrics Persevere or pivot?
- 16. 4h to find out if there is interest 16 30% It’s a GO!
- 17. Unbounce.com
- 18. Exercise • Goal: Design an experiment to gauge interest in the food offering you just came up with • Exercise: • Design the landing page on paper • Design the experiment including success criteria • Decide how you are going to send it out to your target persona 18
- 19. Sharing! 19
- 20. Pro tips • Treat the landing page like an ad! It is a marketing creative exercise. • Collect “currency” in the call to action • Email is meaningful • Credit card is even more meaningful • Pre-payment is the most meaningful • Graph and interpret funnel metrics 20
- 21. PRO TIPS
- 22. Points to ponder • Defining research goals / questions to answer • Cold calling / getting suspects • Boiling the ocean versus tight subject recruitment • Grouping and interpreting results • When to go as a pack and when to divide and conquer • …
- 23. AMA 23
- 24. Learning more • “Talking to Humans” E-book - Giff Constable • UX for Lean Startups: Faster, Smarter User Experience Research and Design – Laura Klein • Resources section of ConceptSpring website - Elaine Chen • Templates and samples – Elaine Chen 24