A presentation about market research for startup teams in the stage between product idea and development process. The presentation was given in Budapest at The Next Step – Towards a Data-Driven Business (ACCELERATE-EEE Workshop), on November 11th, 2022.

1. DATA DRIVEN MARKET RESEARCH
Róbert Pintér (Corvinus University of Budapest)
The Next Step – Towards a Data Driven Business
ACCELERATE-EEE Workshop – 11.11.2022.

2. SHORT INTRO
• Róbert Pintér, sociologist – political scientist, (a former) market
research professional
• Corvinus University of Budapest, Department of Information and
Communication (2011-)
• Reacty Digital: director of business development (2019-2021)
• eNET Internet Research Ltd.: head of consumer research and e-
commerce (2013-2019)
• Ipsos: online strategic director in Hungary, then online client service
director in Hungary, Czechia and Russia (2008-2012)
• Budapest University of Technology and Economy, Information Society
and Trend Research Institute: junior then senior research fellow,
finally scientific and strategic director 1999-2008
• Contact info: robert.pinter@uni.corvinus.hu +36309996595,
https://www.linkedin.com/in/probesz
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3. DO YOU LIKE ICE CREAM?
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4. DO YOU LIKE ICE CREAM?
Imagine being asked what you want after you get
it…
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5. LESSON LEARNED
It is not enough to ask at the end when you already
have your product...
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6. WELL, ONE MORE TIME: WHO WANTS TO
TRY VEGETABLE ICE CREAM?
Tomato and cherry flavor OR carrot and orange
flavor?
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7. RESEARCH DURING PRODUCT
DEVELOPMENT
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8. WHAT DO YOU KNOW ABOUT (MARKET)
RESEARCH / TESTING IN PRODUCT
DEVELOPMENT?
• When?
• What?
• How?
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9. THE PROCESS OF DEVELOPING A PRODUCT
CAN BE DIVIDED INTO THREE IMPORTANT
STAGES
1. Before: preparatory phase before product
development
2. During: the product development process itself
3. After: post-development stage (after market entry)
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10. FULFILL YOUR INFORMATION NEEDS IN
ANY STAGE
• It is worth testing and researching not only towards
the end of stage 2 (when the beta version is ready),
but continuously, because important decisions need
to be made with as much information as possible.
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11. WHEN, WHAT AND HOW CAN YOU
RESEARCH IN REGARD PRODUCT
DEVELOPMENT?
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Before
Idea validation
Competitor analysis
Target group
analysis
Concept test
Use case test
During
Paper prototyping
General design test
Persona building
Name & logo test
User-side beta
testing
Stress and process
test
After
Market data analysis
Marketing strategy
Usage and attitudes
(U&A) research
Consumer
experience &
satisfaction
Data-driven
development
Methods
desk research (secondary
research)
online survey
focus group interview
in-depth interview
UX / UI research
etnographic research
diary
experiment testing

12. ... AND DOZENS OF FURTHER METHODS
ARE AVAILABLE
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13. A FEW EXAMPLES
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14. WHICH ONE IS INTERESTING FOR YOU?
LET’S PICK ONE!
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Before
Idea validation
Competitor analysis
Target group analysis
Concept test
Use case test
During
Paper prototyping
General design test
Persona building
Name & logo test
User-side beta testing
Methods
desk research (secondary
research)
online survey
focus group interview
in-depth interview
UX / UI research
etnographic research
diary
experiment testing

15. TEAM WORK WITH THE CHOSEN
METHOD
• Let’s have a closer look on the picked topic / method! I give you a few tips
how to start the work...
• Please think over what would be your ”quick & dirty” research plan:
• Main research goals and expectations
• Main steps (what)
• Division of work (what by whom)
• Deadlines (what by when by whom)
• If you need assistance / help during your work, please raise your hands!
• After team work you may present your work if you want OR I can look it
through directly
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16. THANK YOU FOR YOUR
ATTENTION!
• Róbert Pintér
• Corvinus University of Budapest
• robert.pinter@uni-corvinus.hu
• https://www.linkedin.com/in/probesz/
• +36309996595
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