The document discusses the importance of becoming customer-centric and investing in user research. It argues that focusing on customers, rather than products or opinions, provides the biggest competitive advantage. Conducting one-on-one user research is the most influential way to help companies change their mindset and better understand customer needs. The document provides tips for moderating user research sessions, emphasizing listening to users and asking open-ended questions to gain valuable insights.

1. Why Becoming Customer-Centric
is the Biggest (& a 100% Timeless)
Competitive Advantage
– Plus The No. 1 Way To Get Started

2. 2
Almost All Businesses…
1. Say they are customer centric, but simply aren’t
2. Don’t speak to and listen to their customers
3. Focus almost all of their attention on acquisition
4. Are HiPPO & product—led, not customer-led
5. Have never invested in 1-1 user research

4. Helping change company mindset
is the most valuable thing we do
Product &
Opinion Led
Mindset
Customer
Led
Mindset

5. 5
The Value of 1-1 User Research
1-1 user research has been by far and away the
number 1 most influential service in helping
change company mindset over the last 14 years

6. We've had 3 big ideas at Amazon that
we've stuck with for 18 years, and
they're the reason we are successful:
1) Put the customer first
2) Invent
3) Be patient

7. 7
The Biggest Competitive Advantage
for Any Business
Making the decision that your business
will walk the walk and become customer-
centric (like Amazon) .

8. 8
The standard Beginner business has no real user research
budget or resources in place
The standard Aspiring business has a small budget for
user research, such as remote user testing
The standard Progressive business has a budget available
to invest in different user research techniques, including
moderated 1-1 research
The standard Strategic business sees that investing in
behavioural research is essential to the intelligence
behind its conversion optimisation strategy
The standard Transformative business has significant
budget or resources available for experienced user
research activities, including in-depth, multi-channel
moderated user research
People & Skills
3.01 Behavioural & User Research Resource
Why is this crucial?
For any business to become
customer-centric, they have to
invest in user research (aka user
testing), whether delivered
internally or externally.
A specialist in UX research
working through the end-to-
end customer experience
provides invaluable insight for
experimentation and is
influential in delivering a
seamless online experience.

9. Conversion Optimisation Maturity Model
9
Instant Download – bit.ly/CROMaturityModel

10. 1. Build report with the participant
2. Emphasise “there are no right or wrong answers”
3. Encourage them to “be open & share their ideas”
4. Start with 3-5 open questions about the subject area
5. Say you want this to feel as natural as possible
6. Ask them to ”think-aloud”
7. Keep eye contact
8. Don’t take notes – leave that to an observer
9. Make it feel like a natural conversation
#BrightonCRO
Top 9 tips for 1-1 user research moderation
- at the start of the session

11. 1. Listen over 95% of the time
2. Don’t ask leading questions
3. Show you are genuinely interested in what they are saying
4. Stay neutral in your responses when listening
5. Be comfortable with silences
6. Ask further questions to understand deeper insights
7. Use a competitor website to provide a comparison
8. Ask post session questions to help consolidate insights
Top 8 tips for 1-1 user research moderation
- during the session

12. CRO Maturity Model
bit.ly/CROMaturityModel
@paulrouke
@PRWD
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