Product Research Rules - Helion

ebook

Autor: C. Todd Lombardo, Aras Bilgen
ISBN: 9781492049425
stron: 260, Format: ebook
Data wydania: 2020-11-10
Księgarnia: Helion

Cena książki: 160,65 zł (poprzednio: 186,80 zł)
Oszczędzasz: 14% (-26,15 zł)

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Tagi: Zarządzanie projektami IT

Digital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, Aras Bilgen, C. Todd Lombardo, and Michael Connors demonstrate how your entire team can conduct effective product research within a couple of weeks--easily, cheaply, and without compromising quality.

Drawing from decades of experience in product development, the authors lay out nine simple rules that combine user research, market research, and product analytics to quickly discover insights and build products customers truly need.

Recognize and avoid common research pitfalls
Switch to the insight-making mindset that underlies all successful research efforts
Find out how to look at data, formulate the right questions, and pick the right research method
Learn interview techniques and research skills
Analyze for insights collaboratively while avoiding bias
Inspire action with your insights through powerful presentations and prototypes
Learn how to involve a wide variety of stakeholders in research, from developers to executives
Discover how you can make research a habit, not a one-off effort

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Spis treści

Product Research Rules eBook -- spis treści

Foreword
Introduction
- Excuses for Not Doing Research
- When Do You Do Product Research?
- Building on Different Research Disciplines
  - User Research
    - Generative user research
    - Descriptive user research
    - Evaluative user research
  - Market Research
    - Exploratory market research
    - Descriptive market research
    - Causal market research
    - Predictive market research
  - Product Analytics
    - Descriptive analytics
    - Diagnostic analytics
    - Predictive analytics
    - Prescriptive analytics
- A Set of Rules for Product Research
- Acknowledgments
1. Prepare to Be Wrong
- Ego Is the Enemy of Product Research
- Different Mindsets in Research
  - Transactional Mindset: How Can I Sell This?
  - Confirmatory Mindset: Am I Not Right?
  - Problem-Finding Mindset: How Can I Improve This?
  - The Right Mindset, the Insight-Making Mindset: I Want to Understand
- Steps for Good Insights
- Summing Up
- Rules in the Real World: Founders of Zeplin Were Very Wrong
- Key Takeaways
2. Everyone Is Biased, Including You
- What Are Biases?
  - Types of Researcher Bias
    - Observer expectancy bias
    - Confirmation bias
    - Attribution errors
    - Group attribution effect
  - Types of External Bias
    - Availability bias
    - Biased participant: The know-it-all
    - Biased participant: The existing customer
  - General Biases
    - Hawthorne effect (observer bias)
    - Social desirability bias
    - Recall biases
  - What Can You Do About These Biases?
    - Take a good look in the mirror
    - Find an independent set of eyes
    - Be on the lookout for bias
    - Watch your conversation style
- Assumptions: What Do You Think You Know?
- Rules in the Real World: SME Interviews
- Key Takeaways
3. Good Insights Start with a Question
- Whats an Insight?
- Its Too Easy to Start Research Without a Question
  - The Vagueness Trap: Lets Do a General Check!
  - The Output Trap: We Need Personas
  - The Method Trap: Should We Do a Survey?
- Going from Hunch to Research Question
  - From Hunch to Problem
  - From Problem to Research Question
- The Usage Perspective
  - Event Tracking
  - Segments and Cohorts
  - User Voices
- The Business Perspective
  - Your Business Model
  - The Market
  - Operations
- The Expertise Perspective
  - Heuristic Analysis
  - Existing Research
    - Existing internal research
    - Existing external research
- Formulating the Question: Using the QFT
- Try It Out: Are These Good Research Questions?
- Rules in the Real World: How One Product Manager Deployed Data Science in Product Research
- Key Takeaways
4. Plans Make Research Work
- Picking a Research Method
  - Required Skills Versus Available Skills
  - Cost of the Method
  - Cost of Recruitment
  - Try It Out: Pick a Method
- Finding Participants
  - The Easy-to-Reach Audience Trap
  - Considerate Selection: The Screening Process
  - Keeping Track of Participants
  - Finding an Emotional Incentive
  - Going Where Your Users Are
  - Seeking Different Perspectives
    - Current users
    - Potential users
    - Extreme users
- The Dynamic Duo: Researcher and Notetaker
- Preparing Guides for Your Sessions
  - Example Field Guide
  - Drafting Your Field Guide
    - Write down your research question.
    - Brainstorm interview questions.
    - Add notes.
    - Group your questions in themes.
  - Try It Out: Fixing a Field Guide
    - Mobile Loan Study
    - Answers
- Creating a Communication Plan
- What If You Cant Stick to Your Plan?
- Rules in the Real World: How Can You Tell If People Feel Connected in a Video Call?
- Key Takeaways
5. Interviews Are a Foundational Skill
- Conversation Styles
  - Four Styles to Avoid, One to Foster
    - Style 1: Leisurely conversations
    - Style 2: Theatrical conversations
    - Style 3: Interrogative conversations
    - Style 4: Persuasive conversations
    - Style 5: Empathetic conversations
  - Patterns of Successful Interviews
- What Is Interviewing?
- The Day Of: Preparing for an Interview
- During the Interview
- Conducting Interviews Remotely
  - Tips for Video Interviews
  - Tips for Phone Interviews
- Recording Conversations
  - Structured Note-Taking
    - Templates
    - Shorthand
  - Digital Tools
- After Each Interview
  - Debriefing
  - Starting Analysis
- Key Takeaways
6. Sometimes a Conversation Is Not Enough
- Going Beyond Conversation
  - Collecting Material
  - Draw It for Me
  - Buy-a-Feature
- Card Sorting
- Field Immersion
- Diary Studies
- Usability Studies: This Is Not a Test
- Rules in the Real World: Rocking the World by Going Beyond Interviews
- Key Takeaways
7. The Team That Analyzes Together Thrives Together
- Analyzing Data in Product Research
  - Analyze by Playing
    - Tagging (coding)
    - Affinity diagramming
    - Laddering
    - Reframing matrix
  - Analyze by Making
    - Personas
    - Empathy maps
    - Experience mapping
    - Sketches, storyboards, and prototypes
  - Analyze by Counting
    - Funnel analysis
    - Cohort analysis
    - Retention analysis
    - Win-loss analysis
    - The value of human interpretation
- Rules in the Real World: Doing Collaborative Analysis, Even When You Have an External Agency
- Key Takeaways
8. Insights Are Best Shared
- Presentations: Forget the Long Report, Get Buy-In
- Narrative Prototypes: Show and Tell
  - Navigation
  - Personalization
  - Distribution
- Managing Feedback
  - Expressive Feedback
  - Directive Feedback
  - Inquisitive Feedback
- Distributing Your Findings More Widely
- Storing and Archiving Your Research Results
- Driving Your Audience to Action
- Key Takeaways
9. Good Research Habits Make Great Products
- Build a Habit Cycle Around Research
- Share Findings Liberally
- Enable Others to Conduct Product Research
- Research in Agile Software Development
- Developing Research Muscles
- Teams That Made Research a Habit
  - How a Centralized Team Can Take Responsibility for User Research
  - How Centralized Market Research, User Research, and Multivariate Teams Can Work Together
  - How Researchers Can Make Research a Habit
  - How to Make It Easy to Create Research Questions Across the Organization
  - How to Make an Impact as a Research Team of One
- Whats Next?
Index