Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

How to Do Better Market Research

62 803 vues

Publié le

Chuck Liu Design Research Lead KISSmetrics @chuckjliu cliu@kissmetrics.com
Market research helps you make decisions.
3 Essential Mantras of Market Research 1
Goal: Make better decisions, faster.
Get things done in days, not weeks or months.
Market research priorities are different depending on what stage your business is at
There are many FREE resources out there.
Google Trends: Measure market potential and interest AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Talking to experts: Get the detailed scoop of workflows and processes
1. Hypothesis- driven Have an idea to prove or disprove
2. Short and targeted 5 days, 2 weeks max
3 Ways for Early Stage Businesses to do Lean Market Research 2
1. Survey + Social Distribution Cheap (or free), but requires more work on your part
1. Make a screener or survey 2. Tweet/share it out 3. Analyze
Try the good ole’ “asking for a friend” (except it’s you really asking)
Whether you’re actually asking for a friend or not, this actually works be er, especially if you tag a potential competitor
1. Ask a question on Quora 2. Revitalize an old relevant thread with a new comment 3. Ask people to answer an existing question
2. AdWords Easy setup, variable expenses
You Pay for Clicks, Which Is Pre y Realistic
AdWords Keyword Planner does the work for you in volume and interest
1. Practice your pitch 2. Limited character count = concise messaging 3. Bad ideas = no problem
3. Amazon Mechanical Turk Disclaimer: I haven’t tried yet, but I want to
Mechanical Turk Plan: Simple • Design a test • Distribute a test • Analyze the data
3 Strategies for Existing Businesses/ Enterprises to Getting Faster Research Done 3
1. In-App Surveys Contextual, relevant, and dismissible
Existing workflow and pain points • Nudge your customers with in-app surveys • Open-ended
In-App Survey Pros and Cons Pros • Low cost • Low effort • Can be turned on/off as you please to measure activities over time • Quick responses based on targeting technique Cons • Limits demographic to your existing users • Can potentially annoy your users
2. Experience Sampling Uncover user needs and behaviors
Pros • Highlights behaviors, moods, stress levels • Gives context to these behaviors depending on how it was administered (same time every day, multiple times a day, etc.) • Measures differences over time Cons • Risk of participants dropping off or stopping participation • Incentive needed to lure in • Not good for checking if someone is doing a task repetitively Experience Sampling Pros and Cons
3. Persona Advisory Board
Quick Review: Personas (thanks to Buffer for these images!
Pros • Highly contextual information about day in the life, workflow, and process • Visibility into which tools are used for tasks • Deeper relationship and trust built with customer Cons • High amount of effort on your part • Recruiting can be hit or miss depending on your relationship with customers / th

Publié dans : Marketing
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

How to Do Better Market Research

  1. Chuck Liu How to Do Be er Market Research January 22nd, 2015
  2. Chuck Liu Design Research Lead KISSmetrics @chuckjliu cliu@kissmetrics.com Thue L Madsen Marketing Operations Specialist KISSmetrics @thuelmadsen tmadsen@kissmetrics.com
  3. @thuelmadsen #KISSwebinar Join the conversation on Twi er
  4. Market research helps you make decisions.
  5. 1 3 Essential Mantras of Market Research Email In-App/Site Opt-In In-App/Site Pop-Up 2 3 Ways for Early Stage Businesses to Do Lean Market Research 3 3 Strategies for Existing Businesses/Enterprises to Ge ing Faster Research Done Table of Contents 4 Bonus: The KISSmetrics Market Research Flow
  6. WATCH WEBINAR RECORDING NOW
  7. @chuckjliu #KISSwebinar Join the conversation on Twi er
  8. 3 Essential Mantras of Market Research 1
  9. Goal: Make be er decisions, faster.
  10. Get things done in days, not weeks or months.
  11. Market research priorities are different depending on what stage your business is at
  12. There are many FREE resources out there.
  13. Google Trends: Measure market potential and interest AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
  14. Twi er, LinkedIn, Quora: Get the lay of the land on problems
  15. Talking to experts: Get the detailed scoop of workflows and processes
  16. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  17. 1. Hypothesis- driven Have an idea to prove or disprove
  18. 2. Short and targeted 5 days, 2 weeks max
  19. 3. Focus on outcomes Know what you want to know
  20. “A er this research is completed, we will be able to decide on…” https://www.flickr.com/photos/mikebehnken/
  21. “A er this research is completed, we will be able to move forward with…” https://www.flickr.com/photos/angeloangelo
  22. “A er this research is completed, we know whether we need to do …. or do ….” https://www.flickr.com/photos/mikebehnken/
  23. 3 Ways for Early Stage Businesses to do Lean Market Research 2
  24. What problems, needs, and motivations do people have? Do people understand your product’s value proposition? Which messages are most effective at explaining your product? Can people figure out how to use your product? Why do people stop using your product?
  25. What do people need? Measuring how people behave
  26. What do people want? Measuring what they say
  27. Can people use it? Measuring tasks
  28. 1. Survey + Social Distribution Cheap (or free), but requires more work on your part
  29. The super lazy version: ask #lazyweb on Twi er
  30. 1. Make a screener or survey 2. Tweet/share it out 3. Analyze
  31. Tweet a screener or survey out
  32. Tweet a screener or survey out
  33. Try the good ole’ “asking for a friend” (except it’s you really asking)
  34. Whether you’re actually asking for a friend or not, this actually works be er, especially if you tag a potential competitor
  35. 1. Ask a question on Quora 2. Revitalize an old relevant thread with a new comment 3. Ask people to answer an existing question
  36. Pros • Li le setup other than survey itself • Piggyback off existing product’s customers and users • Network with strangers you would have not recruited otherwise • Advanced targeting to help you limit your audience Cons • Targeting limited to own follower count or others’ followers • Meaningful conversations need to be taken offline Social Distribution Pros and Cons
  37. 2. AdWords Easy setup, variable expenses
  38. You Pay for Clicks, Which Is Pre y Realistic
  39. AdWords Keyword Planner does the work for you in volume and interest
  40. 1. Practice your pitch 2. Limited character count = concise messaging 3. Bad ideas = no problem
  41. Additional AdWords Gotchas • Your keywords determine who sees what (mind your demographics) • Use targeting area to limit your ads be er to industries you’re focused on • Potentially slow depending on your keyword/bidding level • If your keyword is near $1, DON’T DO IT! Sweet spot: $0.25-0.75 • Set a daily maximum spend so your costs don’t go out of control
  42. Pros • Pay for clicks • Keyword tool does market sizing and competition • Advanced targeting for segmenting demographics Cons • Keywords that you want could be expensive • Keywords you think you want are non-existent and no one searches for them • Can take long if your ads themselves are poorly wri en AdWords Pros and Cons
  43. 3. Amazon Mechanical Turk Disclaimer: I haven’t tried yet, but I want to
  44. Mechanical Turk Plan: Simple • Design a test • Distribute a test • Analyze the data
  45. Mechanical Turk Plan: Expanded • Design a test • Two designs • Two messaging concepts • Two branding concepts • Distribute a test • Write simple instructions: “Imagine you are…” • Build a survey (within MTurk itself or TypeForm/Google Forms) • Analyze the data
  46. Mechanical Turk Survey Link Example
  47. Marketing Skills Time! Write a great title and description
  48. Set costs, number of participants, time to complete, how long you want the task to be posted for
  49. Mechanical Turk Caveats • Professional survey takers • You can limit your demographic somewhat, but some people live off Mechanical Turk as income ($0.05 per 30-second HIT is a $6.00 hourly wage) • Spam • Surveys should have codes at the end to verify that they were completed by an actual person, not a robot • Surveys should take 2-4 minutes for tasks that pay less than $0.25. Anything longer will get skipped over and your responses will come in slower. • Interested in a longer read? See Rapid User Testing with Mechanical Turk
  50. Mechanical Turk Pros and Cons Pros • Pay for only good answers • Flexible price points based on your budget • Potentially cheaper than paying survey tools for their “audience” Cons • Longer setup • Potential spam / low quality answers to filter through
  51. 3 Strategies for Existing Businesses/ Enterprises to Ge ing Faster Research Done 3
  52. Can new customers understand and figure out how to use the product? What are customers’ existing workflow/process and pain points? What are pros/cons of competitive products? How satisfied are existing customers with the product? How does customers’ usage change over time?
  53. 1. In-App Surveys Contextual, relevant, and dismissible
  54. Existing workflow and pain points • Nudge your customers with in-app surveys • Open-ended “What best describes why you logged in to use this app/service today?” • Open-ended “What frustrated you recently about this app/service?” • Target customers at least a er 60 seconds have elapsed, otherwise it’s annoying • Leave feedback forms accessible from any part of the app
  55. Example question and choices for finding value and use cases
  56. Targeting - don’t make people annoyed at you
  57. In-App Survey Pros and Cons Pros • Low cost • Low effort • Can be turned on/off as you please to measure activities over time • Quick responses based on targeting technique Cons • Limits demographic to your existing users • Can potentially annoy your users
  58. 2. Experience Sampling Uncover user needs and behaviors
  59. A psychology technique, now also used for market research • Measure ongoing experiences and events by asking people the same question(s) one or more times per day • On demand via notification (in-app, or email) • When certain conditions are met (used a feature at least 5 times in one day) • At specific periods of time • Recruitment requires incentive because of the commitment • I like to do “a chance to win” incentives • Make it large, so the chance is worth it
  60. Jawbone Experience Sampling Recruitment Email
  61. Jawbone Studied My Sleep Pa erns
  62. Questions To Ask For Your Own Experience Sampling • Open-ended: What was the reason you recently did X? • Likert-scale: How did you feel when you used this app today? • Open-ended: What is the reason you are using this app today? • Likert-scale: How much do you agree or disagree with the following statement?
  63. On Likert Scales (pronounced like “lick”) • 5 -point scale with symmetrical answers • Not at all interested, not that interested, neutral, somewhat interested, very interested • Not at all, not really, undecided, somewhat, very much • Never, rarely, once in a while, sometimes, always • Strongly disagree, disagree, neutral, agree, strongly agree
  64. On Likert Scales (pronounced like “lick”)
  65. Statements you could use with Likert scales as answers • YOUR APP is easy to use. • YOUR APP is easy to setup. • YOUR APP has a pleasing color scheme. • YOUR APP has useful FEATURE. • YOUR BUSINESS looks trustworthy. • YOUR BUSINESS looks professional. • YOUR BUSINESS has a clear message on what it does. • Does this design look too bright or too plain? • Does this page look too busy or too minimal? • Does this screen look too gimmicky or practical?
  66. Pros • Highlights behaviors, moods, stress levels • Gives context to these behaviors depending on how it was administered (same time every day, multiple times a day, etc.) • Measures differences over time Cons • Risk of participants dropping off or stopping participation • Incentive needed to lure in • Not good for checking if someone is doing a task repetitively Experience Sampling Pros and Cons
  67. 3. Persona Advisory Board
  68. Quick Review: Personas (thanks to Buffer for these images!
  69. Quick Review: Personas (thanks to Buffer for these images!
  70. Recruiting Script I wanted to extend an invitation to you to be part of theYOUR_COMPANY Customer Advisory Board. I'd like to have your on the advisory board in order to shape and influence the types of tools we build in order to help you do your job better. The engagement on your part is pretty low. We'd love to hang out with you initially on-site to get a sense of your workflow and process. After that, we ask for just 15-30 minutes of your time, twice a month. We'll also hold optional get-togethers among advisory members to share strategies and best practices. Let me know what you think. I think you'd be a great fit with your experience. Cheers, YOUR NAME
  71. Guaranteed market research sessions every 2 weeks • Recruit at least 2 people from each persona you have developed to cover the spectrum of customers you have • 15-30 min phone call, screenshare, or on-site visit every 2 weeks • Ask them about the tools they use now or are considering using • Are there any opportunities or threats? • Ask them about any annoying but essential tasks they do right now • Are there any opportunities for you to explore that problem?
  72. Pros • Highly contextual information about day in the life, workflow, and process • Visibility into which tools are used for tasks • Deeper relationship and trust built with customer Cons • High amount of effort on your part • Recruiting can be hit or miss depending on your relationship with customers / their availability Advisory Board Pros and Cons
  73. The KISSmetrics Market Research Process 4
  74. Our Market Research Process This works for us, but may not work for you. Hypothesis A guiding point for what your market research is about Informs questions you ask in screeners, surveys, interviews, or onsite visits Screener In-app pop up survey tool with targeting capabilities Segmenting and targeting specific customer types. Survey / 1:1 Remote Interview / Onsite visit Methods for finding out broad / specific / contextual information Manage opt-in lists and screeners for demographic data Report or Write Up Summary of your findings, the methodology you used, demographic information, results of the research, and recommendations Informing your team or management to make a decision What It Is How It’s Used P.S. Please don’t do focus groups. Ever. They are a waste of time.
  75. Research Tools of the Trade Our toolkit for ge ing survey’s done. Typeform Beautiful survey forms that display well on web and mobile. Surveys for market and user research Qualaroo In-app pop up survey tool with targeting capabilities Nudge or opt-in for a larger survey or getting permission to follow up for a another research study Google Forms Simple screeners and opt-in forms for collecting people’s information. Manage opt-in lists and screeners for demographic data Salesforce Pardot / Gmail + Boomerang Marketing automation and email marketing Schedule and create emails for distributing survey links. Manage opt-in lists and research campaigns. Calendly Calendar scheduling app People sign themselves up on an open slot that works for them. No email back and forths! What It Is How It’s Used
  76. Book Resource: Just Enough Research
  77. Questions? Chuck Liu Design Research Lead KISSmetrics @chuckjliu cliu@kissmetrics.com Thue L Madsen Marketing Operations Specialist KISSmetrics @thuelmadsen tmadsen@kissmetrics.com
  78. THANK YOU Chuck Liu @chuckjliu

×