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Qualitative Intelligence
The art of qualitative data into powerful insight
Mitchell Gillespie | Director of Product Manage...
About Me
4 years @
Wave HQ
2 years @
Street Contxt
2 years @
BrainStation
Present @
Wave HQ
Product Manager
Head of Produc...
I’m standing on the shoulders of giants
Core beliefs
as PM
Courtesy of: David Lapin (www.lapininternational.com)
Courtesy of: David Lapin (www.lapininternational.com)
Courtesy of: David Lapin (www.lapininternational.com)
Structural
Lens
Ideological
Lens
Relational
Lens
Daniel Pink (www.danpink.com)
3 factors lead to better personal
performance & personal satisfaction
Purpose
Mastery
Autono...
Why talk about
Qualitative
Intelligence?
Qualitative Research
Qualitative research is multimethod in focus, involving an interpretive, naturalistic
approach to its...
Intelligence
“the ability to acquire and apply knowledge”
Ability to acquire
“a measure of quality and efficiency”
Ability to apply
“a measure of how the acquired data is analyzed and impacts decisions/culture”
It’s rarely the only data source used, but
it one of the best tools to invoke influence as a PM
Why I’m not
talking about today
Most successful research methods
Empathy-driven interviews
Best problem discovery scripts
Recommended surveying tools
Surv...
The challenge
Challenge #1: Wave has lots of qualitative data;
isn’t always the data worth interpreting
Chat & support ticketsCustomer Interviews Community Forum
In-app chat In-app surveys & NPS Long-form surveys
Challenge #1:...
Challenge #1: Wave has lots of qualitative data;
isn’t always the data worth interpreting
Challenge #2: Wave is delivering at high
velocity, research is a luxury
Challenge #2: Wave is delivering at high
velocity, research is a luxury
Challenge #3: Wave strives for continuous discovery;
our time is limited, and it’ll never be top priority
Qualitative
Intelligence
“the ability to acquire and apply knowledge”
Invest into and utilize agents of change
This is the art of turning qualitative data turned powerful insight
People & Teams
Strategic Frames of Thinking
Tooling
Facilitation
Automation
Agent of Change
Leverage your cross-functional peers to
streamline & analyze your data
How?
Focus on their desired
outcome...
Sales &
Acct Mgmt
SuccessMarketing
Support
Agent of Change
Inject the necessary strategic lens to focus
on the right qualitative data
How?
Be a product manager!
Stra...
Ideal and Non-Ideal Customer Profile
Customer Demand & Generation
http://www.whencoffeeandkalecompete.com/
Empathy Map
https://www.copyblogger.com/empathy-maps/
Teresa Torres, ProductTalk.org
Solution Space
https://www.slideshare.net/Leananalytics
Business Outcomes
https://storage.googleapis.com/pub-tools-public-publication-data/pdf/36299.pdf
Business Outcomes
Agent of Change
Implement the appropriate tools to increase high
quality analysis in an efficient way
How?
Focus on cross-...
Qualitative Data Centralization
Promo Code: PRODUCTINSIGHTS
40% discount for 6 months on any plan.
EnjoyHQ
(formally NomNo...
Automation Tools
Zapier
Booking / Calendar Management
Calendly
CRM
HubSpot
Agent of Change
Facilitate the necessary cross-functional sessions
to incentivize participation in qualitative analysis
Ho...
Agent of Change
Discover and remove every tedious manual effort
holding people back from achieving their desired
outcome
H...
PM sends email to
target customers
Customer clicks link
Customer fills in survey
Customer signs up for
interview slot
PM p...
Examples
executed @ Wave
Example 1:
“Understanding our Brave
Entrepreneur”
Reliance
on self
Knowledge
of my business
Leveraging
People
Assessing
change
Clarity + Focus
in the now
Claiming
opportuni...
Example 2:
“Avoiding the Tsunami”
~60-70% increase in volume
Contextual
Anxiety / Inertia?
Product upsell opportunity
Business outcomes
New vs. Mature Customers
Free vs. Paid
Example 3:
“Hey you courageous entrepreneur…
where you going?”
Auto-send drip email to
customers who lightly
churn without adopting
(with contest)
Customer fills in survey
via SurveyMon...
Example 4:
“The Ultimate Migration”
Questions?
Mitchell Gillespie | Director of Product Management
@mitchgillesp mgillespie@waveapps.com
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie
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Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie

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PT Toronto #26: Mitchell Gillespie (Director of Product Management at Wave HQ) shares his talk “Qualitative Intelligence: The art of qualitative data turned powerful insight."

Intelligence is defined as "the ability to acquire and apply knowledge." When it comes to leveraging qualitative insight the difficult and consistent fallacy of any person acting as the Voice of the Customer is a struggle to successfully "acquire" and "apply" without hours of tedious, painful, and isolated effort. Every audience member will leave the talk understanding how to assess/score their organization's ability to acquire and apply qualitative insight by reflecting on 4 critical dimensions (with recommended approaches):

1. People & Teams
Is your cross-functional organization participating in building qualitative insight?

2. Strategic Frameworks
Is your cross-functional organization using appropriate strategic frames of thinking to parse and isolate qualitative insight?

3. Automation & Facilitation
Is your cross-functional organization facilitating people's ability to easily capture, analyze, and share insight?

4. Tooling
Is your cross-functional organization using the appropriate tools to empower everyone in the company? (e.g. NomNom Insights)

Throughout this discussion Mitch will highlight his ideological belief in the power of qualitative insight, some hypotheses being experimented at Wave, and some examples of success he's experienced. Also, if you haven't caught on already, you'll also leave with the appreciation of how building qualitative intelligence is a team sport. Product departments alone (incl. product design) could never achieve optimal results without the participation of many other cross-functional peers.

Mitch is inspired by engaging with people who are passionate about making an impact in any shape or form. He believes internal optimism, grit, and resilience is critical to succeed in today's digital product industry. Currently, as the Director of Product Management at Wave, Mitch is responsible for supporting & sharpening the organization’s ability to deeply empathize and collectively solve the needs of the brave small business owner. As the number of competitive entrants grows Wave (and the product group specifically) is acutely focused on optimizing the strengths and motivations of every employee as a competitive advantage. Mitch has taught numerous 10-week cohorts at BrainStation in product management because he thoroughly enjoys every light bulb moment observed. When Mitch is not raving about Wave, customer’s pains, or the role of product managers you will likely find him lost in the backcountry of Algonquin Park or some beautiful mountain range.

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Qualitative Intelligence: The art of qualitative data turned powerful insight | Mitchell Gillespie

  1. 1. Qualitative Intelligence The art of qualitative data into powerful insight Mitchell Gillespie | Director of Product Management
  2. 2. About Me 4 years @ Wave HQ 2 years @ Street Contxt 2 years @ BrainStation Present @ Wave HQ Product Manager Head of Product Lead Educator Product Management Director of Product Management WaveHQ is hiring! Contact me on LinkedIn
  3. 3. I’m standing on the shoulders of giants
  4. 4. Core beliefs as PM
  5. 5. Courtesy of: David Lapin (www.lapininternational.com)
  6. 6. Courtesy of: David Lapin (www.lapininternational.com)
  7. 7. Courtesy of: David Lapin (www.lapininternational.com) Structural Lens Ideological Lens Relational Lens
  8. 8. Daniel Pink (www.danpink.com) 3 factors lead to better personal performance & personal satisfaction Purpose Mastery Autonomy
  9. 9. Why talk about Qualitative Intelligence?
  10. 10. Qualitative Research Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. It is an attempt to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 14) Denzin, N., & Lincoln. Y.(1994). Handbook of Qualitative Research.Thousand Oaks, CA, US: Sage Publications Inc.
  11. 11. Intelligence “the ability to acquire and apply knowledge”
  12. 12. Ability to acquire “a measure of quality and efficiency”
  13. 13. Ability to apply “a measure of how the acquired data is analyzed and impacts decisions/culture”
  14. 14. It’s rarely the only data source used, but it one of the best tools to invoke influence as a PM
  15. 15. Why I’m not talking about today
  16. 16. Most successful research methods Empathy-driven interviews Best problem discovery scripts Recommended surveying tools Survey design process
  17. 17. The challenge
  18. 18. Challenge #1: Wave has lots of qualitative data; isn’t always the data worth interpreting
  19. 19. Chat & support ticketsCustomer Interviews Community Forum In-app chat In-app surveys & NPS Long-form surveys Challenge #1: Wave has lots of qualitative data; isn’t always the data worth interpreting
  20. 20. Challenge #1: Wave has lots of qualitative data; isn’t always the data worth interpreting
  21. 21. Challenge #2: Wave is delivering at high velocity, research is a luxury
  22. 22. Challenge #2: Wave is delivering at high velocity, research is a luxury
  23. 23. Challenge #3: Wave strives for continuous discovery; our time is limited, and it’ll never be top priority
  24. 24. Qualitative Intelligence “the ability to acquire and apply knowledge”
  25. 25. Invest into and utilize agents of change This is the art of turning qualitative data turned powerful insight
  26. 26. People & Teams Strategic Frames of Thinking Tooling Facilitation Automation
  27. 27. Agent of Change Leverage your cross-functional peers to streamline & analyze your data How? Focus on their desired outcome, not yours! People & Teams
  28. 28. Sales & Acct Mgmt SuccessMarketing Support
  29. 29. Agent of Change Inject the necessary strategic lens to focus on the right qualitative data How? Be a product manager! Strategic Frames
  30. 30. Ideal and Non-Ideal Customer Profile
  31. 31. Customer Demand & Generation http://www.whencoffeeandkalecompete.com/
  32. 32. Empathy Map https://www.copyblogger.com/empathy-maps/
  33. 33. Teresa Torres, ProductTalk.org Solution Space
  34. 34. https://www.slideshare.net/Leananalytics Business Outcomes
  35. 35. https://storage.googleapis.com/pub-tools-public-publication-data/pdf/36299.pdf Business Outcomes
  36. 36. Agent of Change Implement the appropriate tools to increase high quality analysis in an efficient way How? Focus on cross-functional ROI Tooling
  37. 37. Qualitative Data Centralization Promo Code: PRODUCTINSIGHTS 40% discount for 6 months on any plan. EnjoyHQ (formally NomNom Insights)
  38. 38. Automation Tools Zapier
  39. 39. Booking / Calendar Management Calendly
  40. 40. CRM HubSpot
  41. 41. Agent of Change Facilitate the necessary cross-functional sessions to incentivize participation in qualitative analysis How? Be a product manager! Facilitation
  42. 42. Agent of Change Discover and remove every tedious manual effort holding people back from achieving their desired outcome How? Sketch a customer journey map! Automation
  43. 43. PM sends email to target customers Customer clicks link Customer fills in survey Customer signs up for interview slot PM picks customers to follow-up with via email & Calendly link PM & Customer meet PM sends email to target customers Customer clicks link Customer fills in survey Customer auto-signs up for interview slot Right customer? PM & Customer meet vs.
  44. 44. Examples executed @ Wave
  45. 45. Example 1: “Understanding our Brave Entrepreneur”
  46. 46. Reliance on self Knowledge of my business Leveraging People Assessing change Clarity + Focus in the now Claiming opportunities
  47. 47. Example 2: “Avoiding the Tsunami”
  48. 48. ~60-70% increase in volume
  49. 49. Contextual Anxiety / Inertia? Product upsell opportunity Business outcomes New vs. Mature Customers Free vs. Paid
  50. 50. Example 3: “Hey you courageous entrepreneur… where you going?”
  51. 51. Auto-send drip email to customers who lightly churn without adopting (with contest) Customer fills in survey via SurveyMonkey Zapier picks up new survey response via webhook Zapier pushes new response into EnjoyHQ Enjoy HQ utilizes rules to automatically expose changing themes over time AND Assigns to PM I share monthly with the appropriate stakeholders Select specific cases to expose as new insight
  52. 52. Example 4: “The Ultimate Migration”
  53. 53. Questions? Mitchell Gillespie | Director of Product Management @mitchgillesp mgillespie@waveapps.com

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