Learn to do Primary Market Research: Interviews and Surveys

© 2014 ConceptSpring1

Primary Market ResearchDeep Dive

Elaine Chen


How to run a great research project


What, How, Who

• Define the WHAT:• Clearly articulate hypotheses to be tested – these form the

core of your goals and objectives

• Define the HOW:• Pick a methodology• Develop content for the methodology (e.g. discussion guide;

survey design; etc)• Develop a project plan (including who-does-what-when)

• Define the WHO:• Define the profile of the subject• Develop a subject recruitment questionnaire


“What”: hypothesis formulation


Customer / Problem Related Hypotheses

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Product / Solution related hypotheses


Business Model Hypotheses

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Example: Zeo Mobile• Product: The Zeo Sleep Manager (Direct to Consumer)• Setting: 1st product is in market; contemplating strategy

for second product• What hypotheses do you think we should test here?


Example: Baxter Robot• Product: Collaborative manufacturing robot (B2B)• Setting: Product architecture is defined; user persona hypothesis

validated; working on decision making unit• What hypotheses do you think we should test here?


“How”: methodology selection


Common methodologiesQualitative (<30 samples)• Contextural interview• Observation / shadowing• Immersion• Longitudinal diary study• Photo essay• Usability benchmark• Focus groups• … etc

Quantitative (>1000 samples)• Surveys

• General interest• Conjoint analysis• Pricing studies

• Monadic

• Multiple monadic

• Van Westendorp

• … etc

• Customer satisfaction: NPS, P/M fit

• Web testing• A/B split, Multivariate• Web analytics• … etc


Qualitative versus quantitativeQualitative• Open ended: you are having a

conversation• Anecdotal: you derive meaning

from each conversation• Requires excellent listening and

observation skills• Best done face to face (or at least

by video Skype or by voice call)• Best used for exploratory

research where you are trying to get to know a problem or a persona

Quantitative (>1000 samples)• Close ended: you are

administering a questionnaire• Statistical: you derive meaning

from looking at aggregate results• Requires systematic analysis skills• Best done via on-line survey (or,

in the olden days, via phone survey)

• Best used for confirmation research where you are trying to verify / quantify what you think is important


Qualitative, then quantitative

The qualitative pass helps you develop your quantitative pass and interpret the result with context and meaning


“Who”: subject recruitment


Example recruitment questionnaire

• What is your age, gender and profession? (terminate once age/gender quota has been filled for the matching segment)

• What is your household income? (terminate if <$xxk)

• Are you interested in learning more about your sleep? (terminate if not)

• Are you currently encountering sleep problems? (terminate if not)

• Are you currently under the care of a doctor for your sleep issues? (terminate if true)

• How many nights in an average week are you encountering sleep issues? (select between 2-5)

• Please describe the sleep issues you are currently encountering (check all that apply). (cannot fall asleep; multiple awakenings; cannot go back to sleep after awakening; snoring spouse; etc)

• Do you currently share your bed? (partner, child, pet) If so: how many nights in an average week is your sleep affected by your bed partner(s)?


Example recruitment quota


Interview skills workshop


To record or not to record?(I do – pros outweigh cons)


Technique cheat sheet for detailed interviews

• Clearly state hypotheses to test• Establish rapport before you begin• Ask short, open ended questions. “Tell me the story

of…”, “say more…”, “Why?” “Why not?”• Let the subject lead the conversation• Use active listening techniques: “I think I heard you

say xxx. Is that right?”• Talk very little. Success = they talk 95% of the time,

you talk 5% of the time (most of which is during set up and wrap up)

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Example discussion guide• Welcome / ice breakers

• Introductions / purpose of visit

• Sleep - description• Tell me the story of sleep in this house.

Who all sleeps here? Where do they sleep?

• Tell me what happens in each 24h cycle for you as it applies to sleep.

• Sleep locations: where are all the places you personally sleep in the course of a year? Travel? Second home? Etc

• What does the word “Sleep” mean to you?

• What is the gold standard for sleep?

• House tour: can you show me all the places that you and your family members / housemates sleep in this house?

• Sleep – problems, attitudes, perceptions– Tell me about your sleep problems (what,

where, when, how long ago did it start)

– What have you done so far to address your sleep problems?

– What does the phrase “a good night’s sleep” mean to you?

– What comes to mind if I mention “A bathroom scale for sleep”?

• Technology profile– What cell phone do you use? What about

laptops? Other electronics products?

• Action attitude– When you need to learn about something,

where do you go for information?


Simulation: detailed interviews

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• Context: • You are doing primary market research to

understand customer needs and wants for a wearable sleep measurement device.

• Research goals:• Build knowledge about subject’s sleep

patterns (is subject a good sleeper? Does subject suffer disruptions like travel or third-shift schedules?)

• Understand subject’s pain points• Explore subject’s motivation on taking

steps to understand/improve their sleep

• Methodology: detailed interview


Instructions

• Using the template provided, develop a mini research protocol and discussion guide

• Recruit and interview 20 subjects for practice • Think about technique!• Are you building rapport before you begin?• Are you asking open ended q’s?• Are you letting the subject lead?• Are you practicing your active listening skills?• Are you talking much less than the subject?

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Discussion

• Interviewers: • How did it go? • What was easy/hard? • What did you learn about yourself? Your interview subject?• Was your interviewee engaged?• Do you think you were effective? Why/why not?• How will you hone your skills?

• How do you act on the results?

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On-line survey skills workshop


What makes a good on-line survey?


Technique cheat sheet

• Clearly define goals and objectives• Ask effective questions to meet research goals• Decide on length of survey (how many minutes?)• Use skip logic judiciously to shorten completion time• Be smart about answer formats• Closed ended: radio buttons, checkboxes, • Open ended: text boxes

• Carefully consider which q’s should be required• Demographics and contact info at the end, please• Carrots!

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Homework• Start with findings from qualitative research• Develop research protocol with your team members• Design the survey with your team members. 1 survey per team. • Think about technique!

• Are you asking effective q’s to meet research goals?• How long is your survey? (10% dropoff per 5 q’s)• Are you using skip logic strategically? (helps you keep it short)• Are you balancing open and closed ended responses?• Are you being nice about “required answers”?• Are you collecting demographics / contact info?• Are you providing a carrot?

• If you have time: try implementing it on survey monkey

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Discussion

• How did you know what questions to ask?• How did you test and debug this survey?• How did you entice people to finish the survey?• What was easy or hard about this process?• What are the pitfalls of this methodology?• How do you extract meaning out of numbers?

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Learn to do Primary Market Research: Interviews and Surveys

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Transcript of Learn to do Primary Market Research: Interviews and Surveys