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Applied Research > Applied > Flashcards

Applied Flashcards

1
Q

What is applied research in contrast to basic research?

A
  • Focus on actionable insights
  • Utilizes knowledge to adress real world issues
  • Drive innovation in real world contexts
  • Identification of new questions
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2
Q

What is the motivation in Basic and applied research?

A
  • Intellectual curiosity
  • Solving problems
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3
Q

What are the key questions asked in basic and applied research?

A
  • is it true
  • does it work?
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4
Q

Where is the Innovation sweetspot?

A

In the middle of:
- Feasability (technologically possible)
- Desirability (user needs)
- Viability (does it meet business goals)

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5
Q

What is the driver of innovation?

A
  • Insights
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6
Q

What is the process of innovating?

A
  • Proof there is a problem
  • Prove your solution solves it
  • Prove they will pay
  • Prove you can scale
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7
Q

What is part of secondary research?

A
  • Desk research
  • Literature research
  • Trend research
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8
Q

What is part of primary research?

A
  • Observations
  • Interviews
  • Surveys
  • Experiments
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9
Q

What is the beginners mind?

A
  • staying open and curious
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10
Q

What is the purpose of secondary research?

A
  • Understanding the problem
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11
Q

What are you trying to find out with secondary research?

A
  • Key trends (regulations, technology, social)
  • Industry forces (Comepetition, Stakeholders, Suppliers)
  • Market forces (market segments, Switching costs, Needs and demands)
  • Macro economic forces (Global market conditions, capital markets, infrastructure)
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12
Q

What are the steps in secondary research?

A
  • Plan research (mindmapping, listing key questions)
  • Conduct research
  • Organize and cluster (affinity mapping)
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13
Q

What does applied research seek to answer?

A
  • Does it work?
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14
Q

What does it mean to fall in love with the problem?

A
  • Focusing on customer needs and challanges
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15
Q

Why do primary research?

A
  • Get emotionally involved
  • Reduce risk
  • Gaining understanding of user value
  • Evidence and facts
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16
Q

What does one look for in primary research?

A
  • External: What people Say or Do
  • Internal: What people Think or Feel
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17
Q

What is the AEIOU Framework?

A

Observation framework
- Activities: what activities are they engaged in
- Environment: spaces and locations both virtually and physically
- Interactions: Whos interacting with the users
- Objects: Any object being used?
- Users: Interviwe users to get a better understanding of what they need

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18
Q

What are experiments?

A
  • Create scenarios for your users
  • Empathy experiments (for yourself to understand user better)
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19
Q

What is the point of interviews?

A
  • Understand users views and feelings
  • Understand user status quo
  • Find out which customer may be a target
  • Specify idea based on data
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20
Q

What should one do in interviews

A
  • Ask openended questions
  • Ask for specific moments
  • Build trust
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21
Q

What is the analogy of an interview?

A
  • Relationship building
  • Promt, Probe & Observe
  • Dig deeper and finale
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22
Q

What should you not do in interviews?

A
  • Ask people what they want
  • Don’t pitch your idea
  • Don’t give your opinion
  • Don’t ask biased questions
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23
Q

What are answers to avoid in interviews?

A
  • Compliments
  • Fluff (generic claims, future tense
  • Ideas
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24
Q

When should surveys be done?

A
  • After doing initial interviews
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25
Q

Dos for surveys

A
  • Short direct questions
  • Scales
  • How much how often questions
  • Avoid leading or biased questions
  • Speak your respondands language
26
Q

What are advantages of surveys?

A
  • Scalable
  • Structured data
  • Anonymity
  • Consistency
  • Cost efficient
27
Q

What are disadvantages of surveys?

A
  • Limited depth
  • Bias and interuption
  • Non-response bias
  • Questionaire design
    Response rate
28
Q

What are the ways to structure data

A
  • thematic analyses
  • Affinity mapping
  • Brainstorms
  • Content analyses
29
Q

What is thematic analysis used for?

A
  • Finding patterns of meaning in thoughts, beliefs and opinions
  • Uncovering categories or themes
30
Q

What is content analysis used for?

A
  • Validate relevance through frequency of the content
31
Q

What are insights?

A
  • The main conclusions derived from research
32
Q

What are assumptions

A
  • Help fill gaps in information
  • Guide further research in exploration
33
Q

What are hypotheses

A
  • Testable statements that lead us to question our assumptions
34
Q

How are insights extracted ?

A
  • Find insights
  • Create assumptions
  • Build hypotheses
35
Q

What is the traditional linear approach to customer development

A
  • Vision  Plan  Excecute
36
Q

What is the iterative test and learn approach?

A
  • Hypothesis  Design experiments  Test  insight/ assumption
37
Q

What does the customer development process look like

A
  • Search: Customer discovery  Customer validation
  • Execute: Customer creation  company building
38
Q

What are the customer development principles?

A
  • Proposed values (customer problems and needs)
  • User segmentation (whoa re your users)
  • Channels (how are u going to reach them)
  • Source of income (Business model)
  • Recources needed
  • Partners (which stakeholders do you need?)
  • Activity (what steps should the team make to implement the plan
  • Cost structure (what is the total cost of the product)
39
Q

What are the first things you want to validate?

A
  • Problem space
  • Solution space
40
Q

What does the value proposition canvas consist of

A
  • Customer profile
  • Value proposition
41
Q

What is a customer segment?

A
  • Comprised of like people who share a common interest, who have access to each other and look to each other as trusted reference
42
Q

Which customer segment should be started with?

A
  • Most profitable and big
  • Easy to reach
  • Personally rewarding one
43
Q

What is included in a customer profile ?

A
  • Customer job (what customer tries to get done)
  • Customer Pain (what annoys customer)
  • Customer gain (benefits for customer)
44
Q

What other tools for customer profiling are there?

A
  • Empathy map
  • Personas
  • Customer journeys
45
Q

What does the empathy map consist of?

A
  • Who are the customers?
  • What do they need to do?
  • What do they see?
  • What do they say?
  • What do they do?
  • What do they hear?
46
Q

What are personas used for?

A
  • Personas are used to help us understand key traits behaviours and goals of a specific user
47
Q

What is included in a persona?

A
  • Age, location, education
  • Socioeconomic status
  • Goals and dreams
  • Challenges frustrations and fears
48
Q

Which phases does the customer journey include?

A
  • search
  • Discovery
  • Purchase
49
Q

When do you achieve a fit between value map and customer profile?

A

When:
- Check if pain and gain fit a customer job, pain or gain
- Value map aligns with your customer profile

50
Q

What are the three stages of fit?

A
  • Customer problem stage (Problem-Solution Fit)
  • Solution stage (Product market fit)
  • Sales stage (Business model fit)
51
Q

What is meant by Problem-Solution Fit:

A
  • Identify customer needs (jobs, pains, and gains).
  • Design a value proposition to address those needs.
  • No proof yet that customers care about the solution.
  • Focus on gathering evidence of customer interest in the value proposition.
52
Q

What is meant by Product-Market Fit?

A
  • Prove that your product creates customer value and gains traction in the market.
  • Validate assumptions behind the value proposition.
  • Many early ideas may not work and will require redesign.
  • Achieving this fit is a gradual process.
53
Q

What is meant by Business Model Fit?

A
  • Show that your value proposition can be scaled profitably.
  • A strong value proposition needs a sustainable business model.
  • The search involves iterative adjustments between the value proposition and the business model.
  • You achieve fit when revenue from the value proposition exceeds the costs.
54
Q

What is the lean start-up principle?

A

Build a minimum viable product  test it  learn from it  make decisions based on it repeat

55
Q

How is the. Business idea testes?

A
  • extract hypotheses
  • prioritize hypotheses
  • design test
  • prioritize test
  • run test
  • capture learnings
  • make progress
56
Q

What should be tested in experiments?

A
  • Interest and relevance
  • Priorities and preferences (which do customers care most about)
  • Willingness to pay
57
Q

What are the three risks when testing a business modell?

A
  • Desirability risk (customer not interested)
  • Feasability risk (inability to build product)
  • Viability risk (not profitable
58
Q

What is experimentation?

A
  • Means to reduce your risk and uncertainty
59
Q

What are the rules of thumb when testing?

A
  • Go cheap and fast at the beginning
  • Multiple experiments for the same hypothesis
60
Q

What are ways to test a business Idea

A
  • Search trend analyses
  • Discussion Forums
  • Web traffic analyises
  • Online ads
  • Feature tabs on website
  • 3D print
  • Virtual models
  • Storyboards
61
Q

What are validation experiments?

A
  • Expirements to validate the direction you have taken
62
Q

What validation experiments are there?

A
  • Clickable prototype
  • Concierge (do manually what you plan to automate and see reactions)
  • Wizard of Oz (Concierge but people arent visible)
  • Life sized prototype
  • Crowdfunding
  • Split test/A&B testing (compare two versions)
  • Multivariete test (sale but customers cant pay yet)
  • Presale (gauging the market first)
  • Pop up store

Applied Research (2 decks)

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