MIT HMS Healthcare Innovation Bootcamp: Primary Market Research Clinic
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Primary Market Research clinic including a segment on how to find research subjects - and pro-tips on writing cold emails that will get a response
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MIT HMS Healthcare Innovation Bootcamp: Primary Market Research Clinic
- 1. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Primary Market Research Clinic MIT HMS HEALTHCARE INNOVATION BOOTCAMP
- 2. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp “THERE ARE NO FACTS INSIDE THE BUILDING, SO GET THE HECK OUTSIDE.” Steve Blank Entrepreneur, Author, Stanford Professor Imagecredit:entrepreneur.com
- 3. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp So, when do we do it?
- 4. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp A few tenets 4
- 8. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Qualitative Quantitative
- 9. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Some go-to PMR techniques 9 Detailed Interviews Observation Immersion Landing page experimentsCard sorting exercise Facebook ad experiments
- 10. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp What we will practice today 10 Detailed Interviews Observation Immersion Landing page experimentsCard sorting exercise Facebook ad experiments
- 12. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Demonstration
- 13. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Technique cheat sheet Establish rapport before you begin Be 100% present. Don’t multitask. Listen and observe. Pay attention to body language. Don’t follow a script line by line. Let the subject lead. Ask short, open ended questions – and practice active listening. ”Tell me about the last time…” “Tell me about how you…” ”You said XXX. Tell me more?” “Why?” | “Why not?” 13
- 14. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Simulation: Dentist visit 14 Imagecredit:TurnerDental.com ”Tell me aboutthelasttime…” “Tell me abouthowyou…” ”YousaidXXX.Tell me more?” “Why?”|“Whynot?”
- 15. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Sharing! 15
- 16. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Why interviews work 16 Best choice when you don’t know what you don’t know Excellent ROI for time invested Gives your customers a face and a name Learnings will help you with future research (qualitative or quantitative)
- 17. Exercise 2: Card sorting (with some pre-work) 17
- 18. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Simulation, continued 18 Imagecredit:TurnerDental.com ”Tell me aboutthelasttime…” “Tell me abouthowyou…” ”YousaidXXX.Tell me more?” “Why?”|“Whynot?”
- 19. 19 Imagecredit:TurnerDental.com ”Tell me aboutthelasttime…” “Tell me abouthowyou…” ”YousaidXXX.Tell me more?” “Why?”|“Whynot?”
- 20. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Round 1: Elimination (to 5 cards) Round 2: Prioritization (force rank cards) Keep a running dialog throughout this process. Ask clarifying q’s along the way. Now do the card sorting
- 21. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Sharing! 21
- 22. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Why card sorting works 22 Best way to get started with product testing Comfortable format that helps keep the conversation going – alleviates awkward silences Elimination and force ranking helps reveal what’s really important to the suspect
- 23. Pro-tips: Organizing a research effort 23
- 24. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Points to ponder Goals and objectives? (e.g. Understand XX workflow) What methodology? (e.g. Detailed Interviews) Who are your suspects? (Start with 5 real humans) How might you procure suspects? How do you make it easy for them to say yes? (15min call) How do you divide and conquer? When do you boil the ocean versus do tight targeting? … 24
- 25. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp More on suspects. Who are they? Where can you find them? Mobile digital health example OR dashboard example Drug discovery platform example … etc
- 26. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp How do you reach them? Stalk them at the hospital cafeteria Put out a call on your social networks Place a Facebook Ad Warm intro Cold email 26
- 27. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp HBR on the art of the cold email Tailor the message to the recipient Validate yourself Alleviate their pain or give them something they want Keep it short, easy and actionable Be appreciative and slightly vulnerable Don’t use a template 27
- 28. Tailor the message to the recipient Validate yourself Alleviate their pain or give them something they want Keep it short, easy and actionable Be appreciative and slightly vulnerable Don’t use a template
- 29. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp More Pro-tips Start with alumni networks if possible Spend at least 50% time on the subject line Stalk them – then refer to recent quotes Super short body with a clear ask Specificity with flexibility for meeting times 29
- 30. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Don’t get discouraged 30 ~1500 suspects ~100 leads ~75 contacted ~50 interviewed 50% yield is 100% due to warm intros or other common connections. Expect much lower yield otherwise.
- 31. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp AMA 31
- 32. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Learning more 32 “Talking to Humans” E-book - Giff Constable UX for Lean Startups: Faster, Smarter User Experience Research and Design – Laura Klein Resources section of ConceptSpring website - Elaine Chen Templates and samples – Elaine Chen Primary market research section of the Martin Trust Center FAQ
- 33. AUGUST 2018 CAMBRIDGE, MA MIT HMS Healthcare Innovation Bootcamp Thank you Elaine Chen 33 • @chenelaine conceptspring.com