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Market Research is Broken: Lean can help fix it


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My presentation at Lean Day UX, March 1, 2013, in New York. Thanks to Jeff Gothelf, Josh Seiden, and Neo for hosting.

Published in: Business

Market Research is Broken: Lean can help fix it

  1. 1. Market Research is Broken Lean Thinking Can Help Fix It
  2. 2. Hi, i’m@farrahbostic I run...
  3. 3. If I’d asked people what they wanted,they would have told me ‘Faster horses’. - henry ford
  4. 4. If there is any one secret of success, it lies in the ability to get the otherperson’s point of view and see things from that person’s angle as well as from your own. - henry ford
  5. 5. Its really hard to design products by focus groups. A lot of times,people dont know what they want until you show it to them. - steve jobs
  6. 6. We want to stand at the intersection ofcomputers and humanism. - steve jobs
  7. 7. forgetconventional wisdom
  8. 8. waterfallmonuments waste push
  9. 9. information request Brand/product team research RFP research & insights study design research company recruitment recruiter/panel fielding moderators Analysis research company
  10. 10. The The Thesegments methodology screener Thediscussion The facility The report guide
  11. 11. doing too much downtime travel inefficiency stockpilingunnecessary effort defects
  12. 12. it’s often a push model “In push production you produceitems on a predetermined scheduleor forecast. The result is inventory -manufactured items for which there is not yet a customer.”
  13. 13. we assume we know The customer The value propositionThat there is a right way to get the answer [maybe even the answer itself]
  14. 14. then it hit me...
  15. 15. Applying lean principles to research
  16. 16. Principles of Lean researchStart with hypotheses, not conclusionsUse right-size toolsKnow the difference between the customer you have and thecustomer you wish you hadMake research about customer development, not respondentrecruitingDitch the script - keep asking new questionsTalk to people where it’s relevant or convenientCreate living, usable data sets
  17. 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 howwe can solve a painful problem.
  18. 18. use right-sized tools
  19. 19. who is your customer?
  20. 20. customer development,not respondent recruiting
  21. 21. ditch the script
  22. 22. Be nice and listen.
  23. 23. Talk to people whereit’s relevant or convenient a.k.a., NOT HERE
  24. 24. information should be re-usable, not disposable
  25. 25. there’s more to come...but until then - this was fun. thanks!