Regardless whether we’re offering customers a new product or feature or just try to figure out why so little people sign up to our newsletter: When trying to get people to do what we want them to do, I find it helpful to ask three questions:
- What is the value for them, and how can we increase it?
- What is the investment they need to make in return (time, effort, data, money), and how can we lower it?
- What is their perception of both, and how can we influence it?
My talk propses a small framework I’ve developed that helps me to map these three factors and discover optimization potentials to formulate the right research questions.