Lesson 2 - Exploring Markets & Users Flashcards
User Research or Market Research
Drives product design.
User Research
Drives product design.
Market Research is about
Who or How
Market Research is about Who.
Primary Data is for what stage of the Design Thinking customer-centric process?
Understand the problem.
Design the right solution.
Understand the problem.
Primary Data or Secondary Data?
Syndicated or private data
Secondary Data
Is it time to exit this product/segment…. is an example of what type of question?
- New product
- Growth product
- Mature product
Mature product question
Which Innovation Game Should I Use?
Design Thinking Question: What Solution do they need?
- Hot Tub
- Buy a Feture
- Spiderweb
- Speedboat
Design Thinking Question: What is their problem?
Hot Tub
Primary Data or Secondary Data?
Gemba
Primary Data
New product questions apply primarily to what adopter category?
- Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
New product questions
Innovators 2.5%
Early Adopters 13.5%
Early Majority 34%
Late Majority 34%
Laggards 16%
- User research or market research data?*
- Product telemetry*
User Research
Market Research observes and evaluates what customers do OR determines concepts, opinions and values.
Market Research detemines concepts, opinions and values.
Based on Griffin and Hauser’s research, to represent 90% of the market needs I need how many of the right customers to be interviewed?
12
21
30
43
30
User Research or Market Research
Drives PI Planning
BOTH.
Is it a PI strategy (Market) roadmap question about the why or is it more about the right implementation (User) for the upcoming or committed PI in flight?
- Qualitative research or Quantitative research?*
- Explores ‘what you don’t know you don’t know’*
Qualitative research
Continuous Exploration?
- Market Research
- User Research
Continuous Exploration is market research.
What “should” be built?
UNLESS the CYCLE you are in is a current PI getting feedback from a System Demo or reviewing a MVP for usage patterns.
Mature product questions apply primarily to what adopter category?
- Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
Mature product questions
Innovators 2.5%
Early Adopters 13.5%
Early Majority 34%
Late Majority 34%
Laggards 16%
Which Innovation Game Should I Use?
Design Thinking Question: What is their problem?
- 20-20 Vision
- Prune the Product Tree
- Speedboat
- Product Box
Design Thinking Question: What is their problem?
Speedboat
The most important question to consider for planning primary research is…?
How can we acquire the data?
What is the hypothesis we are trying to prove?
What does the market need?
Who will we ask for data?
Who will we ask for data?
Based on Griffin and Hauser’s research, to represent 75% of the market needs I need how many of the right customers to be interviewed?
9
12
15
21
12
Secondary Data is for what stage of the Design Thinking customer-centric process?
Understand the problem.
Design the right solution.
Design the right solution.
Primary Data or Secondary Data?
A/B Testing
Primary Data
User Research or Market Research
Influences capabilities and features.
User Research
Influences capabilities and features.
User Research or Market Research
Gemba walks
User Research
Gemba walks
Can we get more profit by enhancing delivery…. is an example of what type of question?
- New product
- Growth product
- Mature product
Mature product question
User Research or Market Research
Understanding the Problem
Market Research
Understanding the Problem
- Qualitative or Quantitative Data?*
- Innovation games*
Qualitative
- Qualitative or Quantitative Data?*
- Gemba*
Qualitative
User Research or Market Research
What people are willing to pay to solve a problem.
Market Research
What people are willing to pay to solve a problem.
User Research or Market Research
Drives Daily Planning
User Research
Primary Data or Secondary Data?
Data that is not gathered to answer your question directly.
Secondary Data
- Qualitative or Quantitative Data?*
- Questionaires/surveys*
Quantitative
- Qualitative or Quantitative Data?*
- Choice modeling*
Quantitative
How should our product change to meet changing expectations…. is an example of what type of question?
- New product
- Growth product
- Mature product
Growth product question
User Research observes and evaluates what customers do OR determines concepts, opinions and values.
User Research observes and evaluates what customers do.
User Research or Market Research
Drives Iteration Planning
User Research
What do we need from our early adopters to cross the chasm…. is an example of what type of question?
- New product
- Growth product
- Mature product
Growth product question
- User research or market research data?*
- Syndicated or private data*
Market Research
Primary Data or Secondary Data?
Custom designed to answer specific questions.
Primary Data
Primary Data or Secondary Data?
Data that is available for operational health.
Secondary Data
- Qualitative or Quantitative Data?*
- Empathy interviews*
Qualitative
Is this segment still attractive…. is an example of what type of question?
- New product
- Growth product
- Mature product
Mature product question
Which Innovation Game Should I Use?
Design Thinking Question: What Solution do they need?
- 20-20 Vision
- Remember the Future
- Spiderweb
- Product Box
Design Thinking Question: What is their problem?
Remember the Future
or
Product Box
_________ is/are the only unifying characteristic across teams.
Agile
Time
Requirements
Customers
Time is the only unifying characteristic across teams.
User Research or Market Research
Influences marketing and sales.
Market Research
Influences marketing and sales.
User Research or Market Research
Drives Solution Planning
BOTH.
Is it a Solution strategy (Market) question about the why or is it more solution coordination/implementation (User) that is about the how?
True or False
Operational data is soley categorized as secondary data and thus is focused on the second diamond of Design Thinking, Design the Right Solution.
False
Operational data can be for either primary or secondary data based on why (or how) it was collected. As such, it can be used for both stages of Design Thinking, Understanding the Problem and Designing the Right Solution
User Research or Market Research
Drives Portfolio Planning
Market Research
Drives Portfolio Planning.
Which Innovation Game Should I Use?
Design Thinking Question: What is their problem?
- Spiderweb
- Prune the Product Tree
- Hot Tub
- Buy a Feature
Design Thinking Question: What is their problem?
Spiderweb
Primary Data or Secondary Data?
Product Telemetry
Secondary Data
Respondent Screener or Respondent Profile?
Tells you who you are asking your primary research questions of.
Respondent Profile
- Qualitative research or Quantitative research?*
- Cheap in terms of actionable results*
Qualitative research
- Qualitative research or Quantitative research?*
- Scales to large numbers*
Quantitative research
Respondent Screener or Respondent Profile?
A set of questions to determine if the person you are asking data of meets the desired market we are trying to reach.
Respondent Screener
- Qualitative or Quantitative Data?*
- User Research*
Qualitative
Which Innovation Game Should I Use?
Design Thinking Question: What Solution do they need?
- 20-20 Vision
- Prune the Product Tree
- Speedboat
- Product Box
Design Thinking Question: What is their problem?
Product Box
Growth questions apply primarily to what adopter category?
- Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
Growth questions
Innovators 2.5%
Early Adopters 13.5%
Early Majority 34%
Late Majority 34%
Laggards 16%
- Qualitative or Quantitative Data?*
- A/B Testing*
Quantitative
