Test Your Way to the Right Answer by Anita Newton - The Lean Startup Conference 12/10/14
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Test Your Way to the Right Answer by Anita Newton - The Lean Startup Conference 12/10/14
- 1. Test Your Way to the Right Answer Anita B. Newton @anitabnewton
- 4. Our Customers Live Here….
- 5. Their Customers Live Here…
- 6. The Challenge: 103 Stores. 4 Weeks. Low Budget
- 7. We Used Three Online Channels to Rapidly Learn About Potential Customers
- 8. Improving our packaging at point of sale
- 9. Culled thru Amazon reviews. Reached out to customers using Amazon Seller Central
- 10. Asked Fundamental Questions • Why did you buy it? • What did you use it for? • Would you recommend it?
- 12. Why Use Paid Advertising to Learn About Your Customers? 1. Inexpensive 2. Target right customers and gather lots of feedback quickly 3. Eliminate the Observation Effect
- 13. OLD NEW
- 15. Scarcest Resource is Human Attention
- 16. Used Video to Connect with customers
- 17. Hypothesis About Our Customers WALMART MINIVANS SOCCER MOMS FEMALE 25 – 44 KIDS IN HOUSEHOLD
- 18. Hypothesis About Our Customers Love MINIVANS WALMART SOCCER MOMS AGE: 25 – 44 GENDER: WOMEN KIDS IN HOUSEHOLD
- 20. Top Five Zip Codes 450% 400% 350% 300% 250% 200% 150% 100% 50% 0% GA AL TX TX TX Acworth Alabaster Allen Alvin Abiliene % sales goal Zip codes with highest video view thru conversions
- 21. Testing Seemingly Unrelated Interests Yielded Really Positive Results
- 22. We found new tools to test our way to the right answer but remained focused On lean fundamentals
- 24. THANK YOU & HAPPY HOLIDAYS! Anita Newton @anitabnewton
Editor's Notes
- Let me apply this principle to a real life case study…
- Bought it for other reasons Multi-use Like secondary benefits
- he biggest problem with asking someone what they think of your service, app, or product is that your respondent is going to tell you what they think they feel versus what they actually feel. What people say and what they do are totally different things Think about the last time you were at a shoe store and the salesperson asked you to walk. Notice how you change your stide The antidote for the observation effect: watch, don't ask Pearson's study is a tip-off to the first solution. Watch what your customers do versus what they say