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• How to start?
• What research methods to use and when: Interviews,
Focus Groups, Surveys?
• What to consider when doing an analysis?
• Tips and tricks
• 10+ years in Market Research and Customer Satisfaction
• 5+ years in Program Management
• International business experience
• Toastmasters
• www.linkedin.com/in/ElenaLeichardt
“The more time you spend here, the less time you will spend anywhere else later.”
Background
• What problem are you trying to solve?
Business questions
• What decisions will this research help you make?
Research questions
• Behavior
• Perception
• Segments
Methodology
• Qualitative
• Quantitative
• Sources
Next steps
• Actions
• Timeline
Includes:
Most important!
Review Research Plan with all internal stakeholders to get their buy-in
Review already gathered feedback to understand most vocal problems:
• Did other teams already reached out to customers and did analysis on related topics?
Consider using Online Customer Community to brainstorm initial ideas:
• Plus: easily available
• Minus: only customers; only your company fans (biased)
• Goal:
• To learn CLIENT’s point of view, CLIENT’s “vocabulary”
• Observe day to day client tasks/problems
• Plus: observe in natural habitat
• Minus: opinion of one
• How:
• Get names from Sales Managers, Operations, etc.
• Send out a screener survey to (about) 200 past and/or current users
• Conduct 15-20 interviews
• Make sure to bring a SME with you
• Goal:
• Get CLIENT’s point of view, CLIENT’s “vocabulary”
• Get a comprehensive list of ideas/problems/suggestions from clients
• Plus: (unlike in interviews) participants can piggy-back on each other’s ideas;
can be virtual; last only 1 hr (save time)
• Minus: can be hijacked by 1 extra vocal participant
• How:
• Review detailed Focus Group Guidelines
• Send out a screener survey to (about) 200 past and/or current users with demographic questions to
recruit the right audience
• Select 3-4 participants for each segment focus group
• Develop a Discussion Guide (open-ended questions, not leading)
• To facilitate your focus groups, find somebody who doesn’t care about your product, but is a good
listener
• Once again, make sure to bring a SME with you
• Goal:
• Narrow down the comprehensive list of ideas/problems/suggestions
that you got from focus groups to include only the most important ones
• Plus: You will learn what the majority of your potential clients want
• Minus: Survey design – art and science
• How:
• Mailing list from Operations, research firms, etc (pre-qualified candidates)
• Rate focus group findings in your survey
• Consider offering incentive
• Program your survey (Qualtrics, Survey Monkey, etc)
Start with an open-ended question to get top-of-mind thoughts (and finish
there)
Structure survey into groups of related questions • Overall evaluation questions
• Process/subprocess questions
• Problems/wish list
• Demographics
Have transition statements (“In this next section, please tell us about your installation experience.”)
Be precise (Wrong: “How long was your baby in the hospital before you brought him home?” Right: “How many days?”)
Use (not utilize) simple words (foreign-language speakers), explain acronyms
Keep it short, preferably under 5 mins (survey frequency from your company, ratio of closed/open-ended
questions, number/value of incentives)
Ask somebody else to test your survey (Wrong: “Are you a Customer or a Partner? Yes/No”. Right:
“Customer/Partner/Other)
How many mistakes can you find?Example 1:
Please rank the following features of your spouse on the scale of 1-5?
• Attentiveness
• Fidelity
• Sense of humor
Example 2:
Now that you've seen how you can save time, would you buy our product?
Example 3:
When was the last time you upgraded your computer and printer?
Example 4:
• How many years have you owned your vehicle?
• 1-3 years
• 3-5 years
• more than 5 years
Example 5:
What is your opinion of Crazy Justin’s auto-repair?
• Pretty good
• Great
• Fantastic
• Incredible
• The Best Ever
• Review survey findings from each of your market
segments (customer/partner, etc.)
• Are there big differences?
• Are there common themes?
• Word of caution: focus your presentation on main
themes/most mentioned comments, not a single comment (doesn’t matter how much you like it)
• Review relevant business data
• Come up with recommendations
• Present to your management team (keep under 10 slides)
• Plan:
• Make a plan
• Make sure all stakeholders agree with the plan
• Include interests of several market segments in your research plan
• Bounce your plan off somebody familiar with research best practices
• Research:
• Remember: Talking to one customer is not research
• Aim to use qualitative and quantitative methods
• Analysis:
• Identify main themes and present them with your recommendations