Knowing your customer is critical. This session will give you practical skills to help you make truly customer-centric business decisions. At the heart of every successful business is love for their customers. But how can you love someone you don’t even know? Whether you’re designing a product or creating a marketing campaign – knowing your customer is critical. This class will introduce you to the tools you need to get to know your customers through market research – their needs, wants, pain points and the key insights which drive their behaviour. Instructor: Jeanette Cheah from General Assembly

1. KNOW YOUR
CUSTOMER -
INTIMATELY
Jeanette Cheah
ANZ Group Innovation

2. INTRODUCTION 3
SO…
TELL ME ABOUT
YOURSELVES.
WHAT? WHY?
COFFEE
ORDER?WHO?

3. IN TODAY’S SESSION
‣ What is market research?
‣ How it applies to the business cycle
‣ How does it work?
‣ Making it real with DIY resources
4

4. WHAT IS
MARKET
RESEARCH?
KNOW YOUR CUSTOMER - INTIMATELY

5. 6WHAT IS MARKET RESEARCH?
www.dollarphotoclub.com

6. 9
“Advertising people who ignore research are as
dangerous as generals who ignore decodes of
enemy signals.”
- David Ogilvy
WHAT IS MARKET RESEARCH?

7. 10
“It’s really hard to design products by focus
groups. A lot of times, people don’t know what
they want until you show it to them.”
- Who Else? (Steve Jobs)
WHAT IS MARKET RESEARCH?

8. 11
“Without data you’re just another person with an
opinion.”
– William Edwards Deming
http://startupquotes.startupvitamins.com/
WHAT IS MARKET RESEARCH?

9. MARKET
RESEARCH IN
BUSINESS
KNOW YOUR CUSTOMER - INTIMATELY

10. 14MARKET RESEARCH IN BUSINESS
BUSINESS MATURITYBUSINESS INCEPTION
GREEN-
FIELDS IDEA
PITCH FOR $$
USER TESTING
GO TO
MARKET PLAN
HOW TO
SCALE
BRAND /
VOICEVALIDATE MVP
MAKING
THINGS
BETTER

11. MARKET RESEARCH IN BUSINESS 17

12. 18MARKET RESEARCH IN BUSINESS
BUSINESS MATURITYBUSINESS INCEPTION
GREEN-
FIELDS IDEA
PITCH FOR $$
USER TESTING
GO TO
MARKET PLAN
HOW TO
SCALE
BRAND /
VOICEVALIDATE MVP
MAKING
THINGS
BETTER

13. MARKET RESEARCH IN BUSINESS
MAKING
THINGS
BETTER
“By proactively seeking
customer feedback…
we’ve ‘saved’ $60
million worth of home
loans…”
- ANZ Executive, 2015

14. MARKET RESEARCH IN BUSINESS 19
http://vinomofo.com/
http://www.vision6.com.au/
https://www.youtube.com/watch?v=Ei5qVoYqzMc
VINOMOFO uses research and
insights to drive their
‘unignorable’ email and content
strategy.
WATCH: Andre Eikmeier, co-
founder, Joint CEO of
VINOMOFO
BRAND /
VOICE

15. KEY CHALLENGE/QUESTION
How might you apply market
research help the MM and PM
in this situation?
CASE STUDY
SUMMARY
To increase sales for a particular product, a Marketing Manager
(MM) and Product Manager (PM) were asked to create an offer to
entice new customers.
The General Manager of the business thought that a significant
discount would be appropriate and put pressure on the MM and
PM to make it happen.
The MM and PM knew that this would cost the business a lot of
money, and might not have guaranteed results - but also want to
make their boss happy and hit their sales targets.
A BANK
21

16. CHECKING IN 22
SO…
HOW ARE WE
GOING?
www.dollarphotoclub.com

17. THE MARKET
RESEARCH
PROCESS
KNOW YOUR CUSTOMER - INTIMATELY

18. 24
1.
DEFINE THE
PROBLEM
2.
DEVELOP THE
RESEARCH PLAN
3.
DO THE
RESEARCH!
4.
INTERPRET AND
REPORT
THE MARKET RESEARCH PROCESS
5.
CHOOSE
BUSINESS
ACTIVITIES

19. MARKET RESEARCH - TYPES
Quantitative
‣ Data-driven - volume
‣ Statistical, choices
‣ Check-boxes, scales
‣ Closed-ended questions
‣ Do you like ice cream?
‣ How often do you..?
‣ Rate your experience…
26
Qualitative
‣ In-depth, more emotional
‣ Interviews, focus groups
‣ Picture descriptions
‣ Open-ended questions
‣ “Complete this sentence…”
‣ “How do you feel when…”
‣ Tell me about a time…”
‣ “What do you associate with…”
2.
DEVELOP THE
RESEARCH PLAN

20. HOW DO YOU DO QUANTITATIVE RESEARCH?
Methods
‣ Desktop research
‣ Mobile - SMS, voice, MMS
‣ Online surveys, APIs on
your website
‣ Web/email forms
‣ Point of sale - QR codes,
receipts tablet positioned
on table
27
Expert help - online
• rantandrave.com
• Stable Research
• researchnow.com
• medallia.com
• mobivity.com
• Farron Research
• Toluna - community style
3.
DO THE
RESEARCH!

21. DIY QUANTITATIVE RESEARCH
‣ SurveyMonkey.com
‣ OptimalWorkshop.com
‣ Optimal Sort
‣ SoGoSurvey.com
‣ buzztable.com - Guest
Manager
‣ Facebook surveys
‣ Google Forms
27
• FluidSurveys.com
• OpinionLab.com
Blend with other solutions
• Square - squareup.com/au
• Salesforce Small Business
Solutions
3.
DO THE
RESEARCH!

22. HOW DO YOU DO QUALITATIVE RESEARCH? 27
‣ OptimalWorkshop.com
- Reframer
‣ survata.com to find an
audience
‣ Target market -
interview or focus
group requests
2.
DEVELOP THE
RESEARCH PLAN
‣ Human analysis, more
time consuming
‣ Observations or one-way
glass!
‣ Cheese and wine nights /
dinner party style

23. MARKET RESEARCH RESULTS 9
‣ Think about your
audience
‣ Charts and tables
‣ Verbatim quotes
‣ Pictures / videos (especially
for UX)
‣ Personas / Customer
segments
‣ Be aware of bias in
response (and your own)
7%
8%
10%
11%
29%
35%
COMMERCIAL TV
PAY TV / NETFLIX
RADIO
SOCIAL MEDIA
NEWSPAPERS
BLOGS
CHOICE OF MEDIA
4.
INTERPRET AND
REPORT

24. RECAP 31
‣ Market research is the science of understanding our customers
‣ It can be applied at all stages of the business lifecycle, and can take
many different forms
‣ Qualitative / Quantitative
‣ Digital / In person
‣ DIY / with expert help
‣ Make sure you have clearly defined your research objectives before
you make decisions
‣ Humans are not black and white - your job is to interpret the results to
uncover insights and actions

25. Q&A
32KNOW YOUR CUSTOMER - INTIMATELY