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During Investor Day, we also said
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The first thing we have to do is listen
to our customers, and in fact, great design …
starts with a really deep listening ...
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SURVEYSAYS…
SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
Location RoleEmployer Team size
SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
Do you have access to artifacts, transcripts, and
oth...
SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
How frequently is research included in your
process o...
SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
Select the barriers that prevent you from
conducting ...
SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
Do you have a governance strategy in place for
resear...
LAGGARD MATUREPROGRESSING
ExecAttitude
EARLY
• Limited to user feedback
• Market research
• Ad-hoc
• Late-stage testing ex...
WHATDOWEDOASDESIGNERS
THATPREVENTUSFROMDOING ?MORERESEARCH
MOREFREQUENTLY
NO CLEAR RESEARCH
STRATEGY
NO CLEAR RESEARCH
STRATEGY
ASSUME ONLYWE CAN
DO THE RESEARCH
ASSUME ONLYWE CAN
DO THE RESEARCH
ASSUME ONLYNEWRESEARCH
WILLTELLUSWHATWE NEED
TO KONW
ASSUME ONLYNEWRESEARCH
WILLTELLUSWHATWE NEED
TO KNOW
DOGMADOGMA
SELF-SERVING PRIORITIESSELF-SERVING PRIORITIES
NO USEFULCONCLUSIONNO USEFULCONCLUSION
IGNOREWHATCUSTOMERS
TELLYOUWHAT THEYWANT
IGNOREWHATCUSTOMERS
TELLYOUWHAT THEYWANT
• No clear strategywhyto research
• Assume onlywe can do the research
• Demand newresearch
• dogma
• self-serving prioriti...
methodsarelemons
RESEARCH
Some
You’re Doing It
Well, actually,
WRONG
MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
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MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr...
MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr...
MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr...
MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs
qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr...
• Be involved
• Influence the script
• Use any outreach as an opportunity to
establish a relationship for later
• Don’t dis...
D
Change
MANAGEMENT- -
klllll lllllm
1Find an
advocate
#WOCINTECHCHAT
IMPORTANCE Political support
Control over resources
Expertise
Same team
#WOCINTECHCHAT
Selecting the right
challenge is paying attention to
who else cares about it
klllll lllllm
ESTABLISHASENSE OF
URGENCY
klllll lllllmEstablish a sense of urgency
• Too much past success
• Lack of visible crises
• Low performance standards
• I...
klllll lllllm
Find external data to refute a comfortable status quo
Talk to unhappy or former customers
Show how profitable...
klllll lllllmEstablish a sense of urgency
There were 70,000
searches for that topic last
quarter—people can’t find this
co...
klllll lllllmCelebrate short-term wins
klllll lllllm
• Visible to outsiders
• Unambiguous
• Tied directly to change effort, vision
Celebrate short-term wins
klllll lllllm
• Provide evidence you’re on the right track
• Help hone the vision and long-term strategies
• Build momentu...
klllll lllllmCelebrate short-term wins
We interviewed over 50
customers this quarter!
klllll lllllmCelebrate short-term wins
We researched
patterns across 80% of our
product portfolio—almost
everyone is on bo...
klllll lllllmCelebrate short-term wins
Our beta program
uncovered over 50 bugs we never
found in QC! Good thing we caught
...
klllll lllllmCelebrate short-term wins
Our prototypes
saved over $1MM of at-risk
business after those clients saw
what was...
D
Change
MANAGEMENT
Find Advocates
Create UrgencY
Celebrate The Wins
- -
tactics
Tactics
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ONEMORETHING
NORESEARCHGOVERNANCESTRATEGY
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More research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on research
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More research, more frequently: How to sell your stakeholders on research

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To lead a successful research practice in your organization, you need access—to customers, staff resources, and the availability to identify patterns surfaced over time. Unfortunately, many content strategists, marketers, and designers find themselves with either ad-hoc or sporadic opportunities to really practice strategic research.

This session won’t focus on methods or approaches to research, or why research is important to build better products. But people new to research or those in mature research teams can both learn new perspectives to making research an organizational priority.

Published in: Design
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More research, more frequently: How to sell your stakeholders on research

  1. 1. RESEARCH FREQUENTLY I oooooooooooooooooop noooooooooooooooooomore more TUUUUUUUUUUUUUUUUUUUUUUVChris Avore @erova #confabMN #WOCINTECHCHAT
  2. 2. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Why we should talk to our customers, users, clients, etc • Best practices to conduct research • Research deliverables What we won’t be talking about INTRO
  3. 3. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr What we won’t be talking about INTRO
  4. 4. RESEARCH FREQUENTLY I oooooooooooooooooop noooooooooooooooooomore more TUUUUUUUUUUUUUUUUUUUUUUVChris Avore @erova #confabMN #WOCINTECHCHAT
  5. 5. During Investor Day, we also said that at NASDAQ our fundamental mission first and foremost is to serve our customers. We accomplished this through intensive engagement and feedback with these customers. We also received much feedback from the early adopters, most of it overwhelmingly positive, but this feedback loop is also helping us to develop and quickly deploy innovative new features. Bob Greifeld CEO, Nasdaq Inc. NASDAQ INC Q1 2016 EARNINGS CONFERENCE CALL APRIL27, 2016 8:00AM ET
  6. 6. The first thing we have to do is listen to our customers, and in fact, great design … starts with a really deep listening to the customer. What are the biggest problems they have in doing their job today, or what do they wish they could do better, or where do they wish they could take their relationships with their own clients? We’ve found things that when we’ve shown it to the client, they said, oh, that’s exactly what I need, but I didn’t even know I needed it. So that’s great design. Adena Friedman COO & President, Nasdaq Inc. OPENING REMARKS, PRODESIGN CONFERENCE JANUARY30 2015
  7. 7. RESEARCH FREQUENTLY I oooooooooooooooooop noooooooooooooooooomore more TUUUUUUUUUUUUUUUUUUUUUUVChris Avore @erova #confabMN #WOCINTECHCHAT
  8. 8. SURVEYSAYS…
  9. 9. SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs Location RoleEmployer Team size
  10. 10. SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs Do you have access to artifacts, transcripts, and other assets from any research activities?
  11. 11. SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs How frequently is research included in your process or projects?
  12. 12. SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs Select the barriers that prevent you from conducting research:
  13. 13. SURVEY RESULTS rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs Do you have a governance strategy in place for research outcomes, assets, artifacts, and transcripts?
  14. 14. LAGGARD MATUREPROGRESSING ExecAttitude EARLY • Limited to user feedback • Market research • Ad-hoc • Late-stage testing existing products w/ clients • User/advisory groups • Log analysis • Limited to one business or product • Discovery research w/ client base • Consistent, iterative usability testing • Monitored Beta & Pilot programs • Comprehensive analytics & data collection • Participatory design w/ clients, users, etc • Discovery research w/ clients, non-clients • Consistent evaluation of current products • Explores new markets, audiences • Multi-channel touchpoints • Spans across organization • Not limited to functionality: includes customer experience, recruiting & onboarding, etc • Find what customers don’t like • Usability test to predict the future (CYA) • Confirm current product decisions are sound • Establish shared understanding of customers and markets by product team • Prioritize where to focus new innovations • Inform customer/market segmentation • Learn where to adjust product strategy • Identify unmet needs • No dedicated research team • Product management or marketing interacts with clients • May hire perception/market research firm • Designers lead guerrilla usability tests • May outsource research to agency • Dedicated research person or team within organization • Product management & design support the research team • Management level position to lead alongside product, marketing, commercial etc • Resources available for non-research teams to conduct research, report findings • Individual product team • Product management • Marketing • Unconvinced • Cautious • Enabling • Expecting • Product management • Marketing • Design • Engineering • Research processes are managed, consistent • Follow best-practices • Findings are available for wider teams • Little pre-research planning • Reports are emailed to stakeholders • Little awareness of best practices • none • Decisions are made consulting existing design research or create need for more research • Strategy, tactics, findings are consistently applied across projects, orgs, businesses • C-suite (CEO, CMO, etc) • Commercial leaders • Corporate Strategy • External partners What does research cover? What are some of the methods that are being used? How far does research reach in the organization? Why is the organization investing in design research? Who makes up the research team in the organization? Who uses the findings that come from design research? What are the policies to how research will be conducted and consistently applied across teams, projects, and the organization? + + + + + Scope Staffing Purpose Governance Audience
  15. 15. WHATDOWEDOASDESIGNERS THATPREVENTUSFROMDOING ?MORERESEARCH MOREFREQUENTLY
  16. 16. NO CLEAR RESEARCH STRATEGY NO CLEAR RESEARCH STRATEGY
  17. 17. ASSUME ONLYWE CAN DO THE RESEARCH ASSUME ONLYWE CAN DO THE RESEARCH
  18. 18. ASSUME ONLYNEWRESEARCH WILLTELLUSWHATWE NEED TO KONW ASSUME ONLYNEWRESEARCH WILLTELLUSWHATWE NEED TO KNOW
  19. 19. DOGMADOGMA
  20. 20. SELF-SERVING PRIORITIESSELF-SERVING PRIORITIES
  21. 21. NO USEFULCONCLUSIONNO USEFULCONCLUSION
  22. 22. IGNOREWHATCUSTOMERS TELLYOUWHAT THEYWANT IGNOREWHATCUSTOMERS TELLYOUWHAT THEYWANT
  23. 23. • No clear strategywhyto research • Assume onlywe can do the research • Demand newresearch • dogma • self-serving priorities • No usefulconclusions • ignore customers
  24. 24. methodsarelemons RESEARCH Some
  25. 25. You’re Doing It Well, actually, WRONG
  26. 26. MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr Outsource research to 3rd parties • Little knowledge sharing beyond hiring client team • Difficult to adjust logistics, script, scope, reach on the fly without incurring new costs, contracts, etc • Much insight leaves with the agency when the project is over • Check-the-research-box mentality: one shot to do everything • Make a case to reallocate funds in- house or to *your* team • Create a cross-project, cross-team repository of reports/assets/etc • Build elasticity into SOW Yes, and…
  27. 27. MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr Other internal teams do all the research • Research and findings exist in silos • Teams who need research the most may not be able to contribute • Research priorities may be different than yours • Show connections between their research and your work • Invite those teams to your meetings where design decisions, prioritization, etc are made • Find ways to help—reporting, recruiting, managing research assets Yes, and…
  28. 28. MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr Focus groups • Groupthink • Self-conscious or deliberately secretive around strangers • Little exploration or elaboration  • No additional research necessary • Get in the room • Influence the script • Get leads for more interviews • No inadmissible evidence:
 Don’t fully discount what you hear Yes, and…
  29. 29. MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr Surveys • May give false sense of security • Can be written to skew one way • Harder to write than they seem • No observable human behavior • Provide opt-in to be contacted for more comprehensive interviews later • Mine for verifiable information • Write questions that are appropriate for surveys (duh) Yes, and…
  30. 30. MAKING THE BEST OF IT rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr Old Research • Org may think research has been done and doesn’t need more • May not address evolving marketplace, expectations, reality • May have been discovery research, but you need usability testing • Show gaps in understanding or where things have changed • Don’t discount research just because it’s old • If available, talk to people who did or paid for the research to ask what’s missing Yes, and…
  31. 31. • Be involved • Influence the script • Use any outreach as an opportunity to establish a relationship for later • Don’t dismiss the value just if the Internet doesn’t think it’s the best way Make THe best of it
  32. 32. D Change MANAGEMENT- -
  33. 33. klllll lllllm 1Find an advocate #WOCINTECHCHAT
  34. 34. IMPORTANCE Political support Control over resources Expertise Same team #WOCINTECHCHAT
  35. 35. Selecting the right challenge is paying attention to who else cares about it
  36. 36. klllll lllllm ESTABLISHASENSE OF URGENCY
  37. 37. klllll lllllmEstablish a sense of urgency • Too much past success • Lack of visible crises • Low performance standards • Insufficient feedback from external, trusted sources Traitsof complacent orgs
  38. 38. klllll lllllm Find external data to refute a comfortable status quo Talk to unhappy or former customers Show how profitable future opportunities are unobtainable Establish a sense of urgency
  39. 39. klllll lllllmEstablish a sense of urgency There were 70,000 searches for that topic last quarter—people can’t find this content!
  40. 40. klllll lllllmCelebrate short-term wins
  41. 41. klllll lllllm • Visible to outsiders • Unambiguous • Tied directly to change effort, vision Celebrate short-term wins
  42. 42. klllll lllllm • Provide evidence you’re on the right track • Help hone the vision and long-term strategies • Build momentum • Keep bosses/advocates on your side Celebrate short-term wins
  43. 43. klllll lllllmCelebrate short-term wins We interviewed over 50 customers this quarter!
  44. 44. klllll lllllmCelebrate short-term wins We researched patterns across 80% of our product portfolio—almost everyone is on board!
  45. 45. klllll lllllmCelebrate short-term wins Our beta program uncovered over 50 bugs we never found in QC! Good thing we caught them when we did!
  46. 46. klllll lllllmCelebrate short-term wins Our prototypes saved over $1MM of at-risk business after those clients saw what was coming!
  47. 47. D Change MANAGEMENT Find Advocates Create UrgencY Celebrate The Wins - -
  48. 48. tactics Tactics
  49. 49. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr Plan for iterative research TACTICS
  50. 50. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Address research in the project plan • Plan to iterate, redo, refine, based on the research • Align research with what’s getting built and when • Be as consistent as makes sense across projects Plan for iterative research TACTICS
  51. 51. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Frame why you’re researching for yourself, your team, and stakeholders • Applies focus • Sets expectations Transparent research strategy TACTICS
  52. 52. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Who’s who • Themes to explore • Duration of campaign • Qualifying criteria for participants Transparent research strategy TACTICS • Confirmed participants • Methods to be used • Script, if available • Estimated date to deliver findings
  53. 53. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr What do we want to learn and what will we do with it? Transparent research strategy TACTICS
  54. 54. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Most effective research doesn’t happen in a vacuum • If dev informs the campaign upfront, they’re more prepared for outcomes of campaign • Marketing teams will be more receptive to your findings if they know ahead of time Encourage Dev/Product/Marketing collaboration TACTICS
  55. 55. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Critical these teams know about your efforts so you don’t contact same people • Gold mine for referrals/leads for recruiting • Expect to educate these teams on why you want to talk to “their” clients Service, sales, and support are allies TACTICS
  56. 56. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Show you’re on the right track • Share recordings & video clips • Don’t sweat cherry-picking Show execs the good stuff TACTICS
  57. 57. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Before/After case study • Show evolution of features/products based on user research • Include quotes/metrics showing success • Consider audience skeptical and unaware; don’t use jargon or assume buy-in by default Keep a case-study nearby TACTICS
  58. 58. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Big data • Machine Learning • Network analysis • Perception studies Tie campaigns to larger business projects TACTICS } • Listening campaigns • Sentiment analysis • New people to talk to
  59. 59. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr • Benefits of research • How to: • conduct an interview • synthesize research • prepare a report Coach your organization TACTICS: WORKSHOPS RESOURCES • Script templates • Mad-Libs cheat sheet • Report templates • Persona templates tt tt tt tt
  60. 60. rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrs qrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr Market segmentation | Buyers | Promoters, saboteurs, etc Expand the scope TACTICS:
  61. 61. Plan for iterative research Transparent research strategy Encourage Product/Dev involvement Sales, Service, & Support are allies Show execs the good stuff Keep a case study nearby Tie campaigns to larger business projects Train & coach to scale research Expand the scope Rethink your presentation abab abab
  62. 62. I Transparency Collaboration Planning Promotion I
  63. 63. ONEMORETHING
  64. 64. NORESEARCHGOVERNANCESTRATEGY
  65. 65. MOSAIQFree Wordpress theme to organize & manage all your research activities and assets Perfect for teams and agencies Tie transcripts, notes, and participants to findings, personas, and more Download today at NasdaqDesign.com/Mosaiq
  66. 66. RESEARCH FREQUENTLY I oooooooooooooooooop noooooooooooooooooomore more TUUUUUUUUUUUUUUUUUUUUUUVChris Avore @erova #confabMN #WOCINTECHCHAT

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