LEAN Customer Interviews & AnalysisJan 2015
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- Innovation Accounting by Ash Maurya
This presentation based on you being at Problem/Solution Fit stage of LEAN startup
You are about to conduct research to test your “problem” hypotheses. This stage is critical and the MVP without a clear problem statement is almost certain to fail. This is the stage where most startups fail. Historically that has been around 90% of startups.
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The Process of Testing Hypotheses Starts with Customer Research1. Customer Research - prepare questions with your
report in mind, i.e. how will you analyze ?
2. Clarification process - extend research, refine
3. Founder team analysis/brainstorming of solutions to confirmed problems - extend research, Pivot?
4. Determining features for your MVP or landing page tests
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This guy didn't do customer research and built the wrong product to solve a problem people didn’t care about
1. Talk about their life instead of your idea
– The Mom Test
by Rob Fitzpatrick http://robfitz.com/
Google “mom test fitzpatrick"
4 Rules of Customer Research (distilled from 125 pages of The Mom Test)
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The Mom Test:
2. Ask about specific use-cases in the past instead of generics or opinions about the future
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The Mom Test:
3. Never jump in and interrupt with your conclusion
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The Mom Test:
4. Talk less and listen more
if you fail to follow these 4 rules, then you WILL deal with Mom
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Research = Discovering what you don’t know
How ?
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Research = Discovering what you don’t know
In-context observations/interviews - observing behavior & possibly intercept (question them for a few minutes) or plan to ask them “can you ask questions for maybe 10-15 minutes”
Group interview (via a friends & family recruiting drive) - time efficient but not information rich. Role is to facilitate an open discussion. (May need an incentive - cheese & Pinot Noir)
Research prompts - diaries, surveys
Research using Google - become an expert
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Discovery Requires DisciplineHave a plan - we need to speak to ?? people and ask a standard list of (rehearsed) questions
Make an effort to establish rapport - use empathy
It's all about them not you (or your product)
Patient listening not interrupting - allow for long pauses
Don’t be judgmental - clarify to ensure you understand
Ideally the audience gets value from the conversation - reciprocity
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Scenario
A discovery interview is ideally held in a work setting like the interviewees office. Cafes and curbside are
often noisy and have too many distractions.
It’s a good idea to have a support person.
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If YOU are the Support PersonBe alert to level of engagement, body language, tone, level of detail in responses
Quick debrief after each conversation - give feedback to the questioner
What expressions and emotions are evident
Anything surprising ? Maybe questions should change or extend
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Example F2F Discovery Conversation
“We are interested in your view of what’s the hardest part about [problem context] ?
“We are asking for your help and are really interested in your perspective about [problem] - and thank you
very much for giving up your time.”
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Example F2F Discovery Conversation
“What are the implications of that?”
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Example F2F Discovery Conversation
"How often do you experience this problem?"
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Example F2F Discovery Conversation
"Can you tell me about the last time it happened?"
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Example F2F Discovery Conversation
"What, if anything, have you done to solve that problem?"
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Example F2F Discovery Conversation
“How do you feel about spending money to solve the problem ?”
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Example F2F Discovery Conversation
“What other solutions have you tried?”
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Example F2F Discovery Conversation
“How effective are these solutions?”
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Example F2F Discovery Conversation
“What would your dream solution be?”
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Example F2F Discovery Conversation
“Is there anything else I should have asked?”
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Don’t ask…
I’m creating a solution to solve world poverty - do you think that's a good idea ?
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Could I interrupt your day with a few questions ?
Don’t ask…
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I have an idea for a business — can I run it by you?
Don’t ask…
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“So, how old are you?”
Don’t ask…
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The reaction may surprise you.
The Overall Research ProcessInitial discovery (probably the F2F part)
Clarify, extend and test the research - possibly by survey/email/phone - further discovery with people who are interested/willing - leads to the team discussion on results/insights
Team discussion - what insights became apparent through our research, did our testing confirm customer behaviors, how does that impact our idea - do we proceed or pivot
Brainstorm what features you need to address the actual problem of your core target market - leads to creation of an MVP and the true test of the customer research
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Your MVP decision check list.
How to run a great surveyAgree your survey questions - pay attention to how you will analyze the responses
Build an email list
Format the online survey - Use a cool presentation, i.e. makes you look like pros (like typeform.com)
Manage the emails - tools like https://www.intercom.io
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Some Relevant Linkshttp://psr.iq.harvard.edu/files/psr/files/PSRQuestionnaireTipSheet_0.pdf
http://blog.fastmonkeys.com/2014/06/18/minimum-viable-product-your-ultimate-guide-to-mvp-great-examples/
https://blog.kissmetrics.com/26-customer-development-resources/
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There is a caveat…
“….don’t simply believe what your customers say, but try to dig deeper to learn about their real-world behavior before you accept an idea or hypothesis as validated.”
http://blog.strategyzer.com/posts/2015/1/15/dont-believe-your-customers
More information ? contact Greg Twemlow [email protected]
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