Legatum CenterSeminar and Workshop

Understand YOUR customer in

developing countries

October 30, 2015

Elaine Chen

Today’s agenda

• What do we need to understand?

• How do we build this knowledge?

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Part 1:

What do we need to understand?

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What happened?

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Points to ponder

• What is the problem to be solved?

• What are some possible solutions?

• Who should have been involved in decision

making?

• What else should they have thought about?

• How could they have built knowledge about

all of the above?

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User personas

Buyer personas

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1st step to understanding your customer:

Map the decision making unit

• Economic buyer

• Champions

• Influencers

• Veto powers

• End users

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In class exercise

• Based on what you know, map your Decision

Making Unit (DMU)

• Make a list of hypotheses to be validated in

the field

• Write a hypothetical customer profile for one

of the people in your DMU. You will be playing

this person in a simulation exercise in the

second half of the seminar.

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Sharing!

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Part 2:

How do we build this knowledge?

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You don’t know what you don’t know

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Detailed interviews

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Observation

Immersion

On personas and interviews

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Persona Example

2013 Revenue:$4.2BHeadcount:362,000BU Headcount:700Jim’s team300

Behaviors• Reports to the BU General Manager• Manages the software organization (all

aspects) and the associated budget• Technically the best guy on staff• Makes all key decisions on tools and

systems for developers in his business unit

Demographics• 48 years old• Ph.D. in Computer Science from MIT• Has been managing teams for 15 years.

Hands on. Still writes code every day.• Married with high school children• Drives a Toyota Prius• Carries a Samsung Note

Needs and goals• He wants his team to turn out the very

best code and is willing to pay a premium price for the best tools to support himself and his people

7 steps to creating a great persona

1. Write a research plan

2. Sketch up a hypothetical persona

3. Develop a recruitment questionnaire

4. Develop a discussion guide

5. Recruit subject

6. Interview 20 research candidates

7. Digest results, create persona

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Interview technique cheat sheet

• Clarify research goals

• Establish rapport before you begin

• Ask short, open ended questions. – “Tell me about the last time…”, “Tell me the story

of…”

• Use active listening techniques– “I think you said XXX. Is that right? Can you say

more about that? “, “Tell me more about XXX”, “Why?” “Why not?”

• Let the subject lead the conversation

• Talk very little. Success = they talk 95% of the time.

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Simulation

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Sharing!

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PMR for Procter and Gamble

• Long (months)

• Expensive (Millions of dollars not uncommon)

• 20-30 long sessions per market segment

• Multiple segments

• Multiple cities / multiple countries

• Subjects are paid an incentive for their time

• Often involves external research firms

=> High quality insights at a high price

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PMR for student projects

• Better be fast! (days)

• Entirely free

• 20-30 short sessions per research project

• Start with 1 segment

• Remove coverage via video chat

• Subjects are unpaid

• DIY

=> Quick and dirty insights to cheaply iterate to the right problems and right solutions

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PMR for social enterprises

• Do as much prep work as possible remotely, via skype interviews, google search, reading up on reports, interviewing people who know people who know people…

• Then go there and live there for a while and practice ethnography for marketing.

=> You need to immerse yourself in the target community to really understand how things work and figure out what you don’t know.

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Summary

• Primary market research is a science and an art

• Primary market research is learnable

• Primary market research saves time & $ - do it!

• Plan your research before talking to anybody

• Talk to humans face to face if possible

•Get out of the building!

Handouts

• “Talking to Humans” E-book

• PMR Primer

• Templates and samples– Research protocol template

– Sample discussion guide

– Sample recruitment questionnaire

– Sample photo release form

– Interview notes template

– Persona template

– Example persona project – “The Science of Clean” (15.S16, 2H 2012)

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End

Questions?

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