This talk is an interactive workshop with live demonstrations and simulations. Participants will practice their interview skills as well as on-line survey design skills and learn from each other in the workshop. Novices and veterans alike will gain new skills in a group setting.

1. © 2014 ConceptSpring
Learn to do
Primary Market Research
Elaine Chen
September 2014

2. 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

3. “What”:
Hypothesis Formulation

4. Customer / Problem Related Hypotheses
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5. Product / Solution related hypotheses

6. Business Model Hypotheses
6
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1 subscriber

7. 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?

8. 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?

9. “How”:
Methodology Selection

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

11. Qualitative versus quantitative
• 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
• Qualitative (<50 samples) • 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

12. Qualitative, then quantitative
The qualitative pass helps you develop your quantitative pass and interpret the result with
context and meaning

13. “Who”:
Subject Recruitment

14. 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)?

15. Example recruitment quota

18. Interview skills workshop

23. Technique cheat sheet
• 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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24. Simulation

25. Sharing!

26. On-line survey skills workshop

27. What makes a good on-line survey?

28. 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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29. Simulation

30. Sharing!

31. Discussion

32. Thank you
@chenelaine blog.conceptspring.com