research rebooted: market research is broken, how lean can help fix it #leandaywest
TRANSCRIPT
Research RebootedWhy Most Market Research Is Broken,
And How Lean Can Help Fix It
what’s wrong with research?
the value is broken.
$30,000,000,000+
time.it’s in a box. and it slips.
information request
research RFP
study design
recruitment
fielding
Analysis
Brand/product team
research & insights
research company
recruiter/panel
moderators
research company
The CEO’s Kids
“I keep a lot of kids around me and ask them questions and peek around the corner when they think I'm not listening. My master plan was I had a lot of kids. I have six kids. Three girls that are six, a 15-year-old, 18-year-old and 22-year-old. I have the perfect research team in my house."
http://acupofteawithphd.wordpress.com/2013/06/19/live-from-cannes-cannes-lions-2013-so-farpart-4-its-diddy/
the design is broken.
The fear of small numbersManagers worry about the signal-to-noise ratio.
The smaller the sample, the more we worry about noise (wrong people, inaccuracies or untruths, groupthink, etc.)
So they compensate with bigger sample sizes.
But more numbers make more noise.
over targeting leads us astray
“[M]ost companies with a practiced discipline of listening to their best customers and identifying new products that promise greater profitability and growth are rarely able to build a case for investing in disruptive technologies until it is too late.”
- Clay Christensen, The Innovator’s Dilemma
research is often designed to confirm biases.when it doesn’t, it’s painful.
our customer or our design target?
research ignores switchers, rejectors, fringe & new users
“Generally, disruptive technologies underperform established products in mainstream markets. But they have other features that a few fringe (and generally new) customers value.”
- Clay Christensen, The Innovator’s Dilemma
the process is broken.
garbage in, garbage out
“The research manager’s job is to manage the hell out of the research.”
- Michelle Crawford
quant über alles
packing 10 lbs into a 5 lb bag
30 minute surveys
2 hour focus groups
10 page discussion guides
Too many questions, too much data, not enough understanding
stockpiling data
trapping insight in powerpoint decks
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.
- Steve Jobs
you ≠ steve jobs.
research ≠ designResearch is the process by which we
understand problems.
Design is the process by which we solve problems.
how lean can help fix research.
what is a lean company for?
1. To specify customer value.
2. To identify & implement the actions that create that value.
3. To remove anything that doesn’t create value.
4. To analyze the results (and repeat).
why does feedback & customer pull matter?
Feedback and testing (a.k.a., research) help teams settle questions and make decisions based on evidence not preferences.
Continuous feedback helps teams see progress.
Go and see.This is the new intimacy.
how do we do lean research?
the owner has to change
empower the research manager
We have to transform the research manager from a project manager into a Scrum master.
Their role is to remove obstacles to progress, and to facilitate communication.
Their responsibility to the team is to facilitate hypothesis testing, and to create opportunities to challenge assumptions.
validation
the tools have to change
use right-sized tools
Use the tools closest to hand
Talk to people where it’s relevant or convenient
i.e., NOT HERE
talk to them here.
the whole team can do this.
http://giffconstable.com/2010/07/12-tips-for-early-customer-development-interviews/
the flow has to change
Do less, more oftenLean research is about continuous
customer, partner & team feedback.
set people up for success
the output has to change.
data doesn’t “tell” you what to do.
nothing beats a conversation.
To make research meaningful to the whole team, the whole team needs:
Investment
Access
Accountability
forget the horse’s mouth
Don’t count on users to make your decisions for you - that’s not their job.
Don’t let the report be the end of your learning process - it’s just a way to memorialize what you’ve learned and provide a reference when you encounter similar issues again.
information should be reusable, not disposable.
watch this space.and thanks, this was fun.