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Chuck Liu
How to Do Be er Market
Research
January 22nd, 2015
Chuck Liu
Design Research Lead
KISSmetrics
@chuckjliu
cliu@kissmetrics.com
Thue L Madsen
Marketing Operations Specialist
KISSmetrics
@thuelmadsen
tmadsen@kissmetrics.com
@thuelmadsen #KISSwebinar
Join the conversation on Twi er
Market research helps you
make decisions.
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
WATCH WEBINAR RECORDING NOW
@chuckjliu #KISSwebinar
Join the conversation on Twi er
3 Essential Mantras
of Market Research
1
Goal:
Make be er
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
Twi er, LinkedIn, Quora: Get the lay of the land on problems
Talking to experts: Get the detailed scoop of workflows and processes
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
1. Hypothesis-
driven
Have an idea to prove or
disprove
2. Short and
targeted
5 days, 2 weeks max
3. Focus on
outcomes
Know what you want to know
“A er this research is
completed, we will be able to
decide on…”
https://www.flickr.com/photos/mikebehnken/
“A er this research is
completed, we will be able to
move forward with…”
https://www.flickr.com/photos/angeloangelo
“A er this research is
completed, we know whether
we need to do …. or do ….”
https://www.flickr.com/photos/mikebehnken/
3 Ways for Early
Stage Businesses to
do Lean Market
Research
2
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?
What do people
need?
Measuring how people behave
What do people
want?
Measuring what they say
Can people use
it?
Measuring tasks
1. Survey + Social
Distribution
Cheap (or free), but requires
more work on your part
The super lazy version: ask #lazyweb on Twi er
1. Make a screener
or survey
2. Tweet/share it out
3. Analyze
Tweet a screener or survey out
Tweet a screener or survey out
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
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
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
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
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
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
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
Mechanical Turk Survey Link Example
Marketing Skills Time! Write a great title and description
Set costs, number of participants, time to complete, how
long you want the task to be posted for
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
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
3 Strategies for
Existing
Businesses/
Enterprises to
Ge ing Faster
Research Done
3
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?
1. In-App Surveys
Contextual, relevant, and
dismissible
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
Example question and choices for finding value and use
cases
Targeting - don’t make people annoyed at you
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
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
Jawbone Experience Sampling Recruitment Email
Jawbone Studied My Sleep Pa erns
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?
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
On Likert Scales (pronounced like “lick”)
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?
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!
Quick Review: Personas (thanks to Buffer for these
images!
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
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?
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
The KISSmetrics
Market Research
Process
4
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.
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
Book Resource: Just Enough Research
Questions?
Chuck Liu
Design Research Lead
KISSmetrics
@chuckjliu
cliu@kissmetrics.com
Thue L Madsen
Marketing Operations Specialist
KISSmetrics
@thuelmadsen
tmadsen@kissmetrics.com
THANK YOU
Chuck Liu
@chuckjliu

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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.
  • 5.
  • 6. Market research helps you make decisions.
  • 7. 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
  • 9. @chuckjliu #KISSwebinar Join the conversation on Twi er
  • 10. 3 Essential Mantras of Market Research 1
  • 11.
  • 13.
  • 14. Get things done in days, not weeks or months.
  • 15.
  • 16. Market research priorities are different depending on what stage your business is at
  • 17. There are many FREE resources out there.
  • 18. Google Trends: Measure market potential and interest AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
  • 19. Twi er, LinkedIn, Quora: Get the lay of the land on problems
  • 20. Talking to experts: Get the detailed scoop of workflows and processes
  • 21. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  • 22. 1. Hypothesis- driven Have an idea to prove or disprove
  • 23. 2. Short and targeted 5 days, 2 weeks max
  • 24. 3. Focus on outcomes Know what you want to know
  • 25. “A er this research is completed, we will be able to decide on…” https://www.flickr.com/photos/mikebehnken/
  • 26. “A er this research is completed, we will be able to move forward with…” https://www.flickr.com/photos/angeloangelo
  • 27. “A er this research is completed, we know whether we need to do …. or do ….” https://www.flickr.com/photos/mikebehnken/
  • 28. 3 Ways for Early Stage Businesses to do Lean Market Research 2
  • 29. 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?
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. What do people need? Measuring how people behave
  • 37. 1. Survey + Social Distribution Cheap (or free), but requires more work on your part
  • 38.
  • 39. The super lazy version: ask #lazyweb on Twi er
  • 40. 1. Make a screener or survey 2. Tweet/share it out 3. Analyze
  • 41. Tweet a screener or survey out
  • 42. Tweet a screener or survey out
  • 43. Try the good ole’ “asking for a friend” (except it’s you really asking)
  • 44. Whether you’re actually asking for a friend or not, this actually works be er, especially if you tag a potential competitor
  • 45. 1. Ask a question on Quora 2. Revitalize an old relevant thread with a new comment 3. Ask people to answer an existing question
  • 46. 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
  • 47. 2. AdWords Easy setup, variable expenses
  • 48.
  • 49. You Pay for Clicks, Which Is Pre y Realistic
  • 50. AdWords Keyword Planner does the work for you in volume and interest
  • 51. 1. Practice your pitch 2. Limited character count = concise messaging 3. Bad ideas = no problem
  • 52. 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
  • 53. 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
  • 54. 3. Amazon Mechanical Turk Disclaimer: I haven’t tried yet, but I want to
  • 55.
  • 56. Mechanical Turk Plan: Simple • Design a test • Distribute a test • Analyze the data
  • 57. 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
  • 58. Mechanical Turk Survey Link Example
  • 59. Marketing Skills Time! Write a great title and description
  • 60. Set costs, number of participants, time to complete, how long you want the task to be posted for
  • 61. 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
  • 62. 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
  • 63. 3 Strategies for Existing Businesses/ Enterprises to Ge ing Faster Research Done 3
  • 64.
  • 65. 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?
  • 66. 1. In-App Surveys Contextual, relevant, and dismissible
  • 67.
  • 68. 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
  • 69. Example question and choices for finding value and use cases
  • 70. Targeting - don’t make people annoyed at you
  • 71. 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
  • 72. 2. Experience Sampling Uncover user needs and behaviors
  • 73.
  • 74. 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
  • 75. Jawbone Experience Sampling Recruitment Email
  • 76. Jawbone Studied My Sleep Pa erns
  • 77. 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?
  • 78. 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
  • 79. On Likert Scales (pronounced like “lick”)
  • 80. 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?
  • 81. 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
  • 83.
  • 84. Quick Review: Personas (thanks to Buffer for these images!
  • 85. Quick Review: Personas (thanks to Buffer for these images!
  • 86. 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
  • 87. 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?
  • 88. 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
  • 90.
  • 91. 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.
  • 92. 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
  • 93. Book Resource: Just Enough Research
  • 94. Questions? Chuck Liu Design Research Lead KISSmetrics @chuckjliu cliu@kissmetrics.com Thue L Madsen Marketing Operations Specialist KISSmetrics @thuelmadsen tmadsen@kissmetrics.com