How to be a Scrappy Researcher (to Actually Sell Products) with Becky Pierson Davidson
Dec 18, 2023
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Learn the importance of research in product development from Becky Pierson Davidson. Discover how to simplify customer journeys and increase customer value through scrappy research methods. Understand the significance of diversifying data sources and creating personalized strategies for different customer segments. Gain insights on conducting user research interviews and identifying primary target audiences for product creation.
Research prevents building the wrong product by providing valuable insights and backing for launches.
Product development should focus on user needs, not just personal preferences, to ensure business survival.
Utilizing a mix of quantitative and qualitative research methods, like analytics and surveys, offers a comprehensive understanding of user preferences.
Deep dives
Importance of Proper Research in Product Development
Conducting thorough research before developing a product is crucial to its success. Utilizing a combination of user analytics and surveys can provide valuable insights. Surveys should be kept short, focused on specific goals, and have quantitative questions. Discussing with users through interviews helps in gaining qualitative data, ensuring a well-rounded understanding of user needs.
User Engagement and Empathy in Research
Engaging with users in research endeavors is essential for gathering valuable insights. Creating comfortable environments during conversations encourages candid feedback. It's important to record and analyze conversations to avoid bias in note-taking. Looking for themes in transcripts aids in identifying common user sentiments and needs.
Identifying User Personas and Segments
When research results show diverse perspectives and no clear themes emerge, categorizing users into personas and segments can provide clarity. By identifying primary user groups, product development efforts can be tailored to meet the distinct needs of each segment. Focusing on one primary audience segment ensures a more targeted and effective product offering.
Utilizing Tools for Data Analysis
Tools like Chat GPT and AI-driven analytics can streamline data analysis processes by detecting trends and themes in large data sets. Leveraging AI technology allows for efficient pattern recognition and in-depth data exploration, enhancing the research and decision-making process.
Optimizing Survey Distribution and Analysis
When distributing surveys, focusing on short, goal-oriented questions can increase response rates and data quality. Incorporating incentives can also incentivize participation. Analyzing survey results for themes and insights helps in understanding user perspectives and preferences, guiding product development strategies.
Over the last few weeks, you’ve heard from multiple guests about the importance of research – Dappz talking about calculated risks and doing research for the actual calculation. Nikki Rausch talking about speaking your potential customer’s language. Adriana tells us to do research when we’re guesting on a podcast.
But that begs the question: how? How do we make sure we’re doing the right kind of research to yield helpful information – especially if we’re not a huge company?
We need to do scrappy research – which is why I brought in my friend, Becky Pierson Davidson. She’s an educator, speaker, and community-driven product strategist who’s focused on helping people like us simplify our customer journey, improve retention, and increase customer LTV. And she’s got the receipts, working with diverse clients, including personal brands, fortune 500 companies, creative service agencies, and startups.
So I thought there was no better way to close out the year than to talk to her about scrappy research.
Top Takeaways
Research prevents you from building the wrong thing. Launches that flop are usually launches that have no research backing them up.
Don’t just build something for you. It’s not about you. Sure, some people will tell you to dog food your own product – but your business won’t survive if you’re the only customer.
You want quantitative and qualitative research. Look at all of your analytics, see what content performs well, but also survey your audience, and have real conversations with potential customers. You only need 5 to find a problem to solve.