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Similar a Soda research @ ProductTank meetup: Get customer insights with minimal effort
Similar a Soda research @ ProductTank meetup: Get customer insights with minimal effort (20)
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Soda research @ ProductTank meetup: Get customer insights with minimal effort
- 1. Get customer insights with minimal effort Contact Pieter Koenis 06 1542 2720 pieter@sodastudio.nl www.sodastudio.nl
- 2. How can you understand your customers, if you never talk to them?
- 3. The better you know your customers, the more impact you can make - for them.
- 4. How we help our clients with customer insights Usability tests A/B testing Focus groups User interviews Surveys Etc…
- 8. Customer ˈkʌstəmə/ A person who buys goods or services from a shop or business. Insight ˈɪnsʌɪt/ The capacity to gain an accurate and deep understanding of someone or something. What are customer insights Source: Wikipedia
- 9. The capacity to gain an accurate and deep understanding of people who buy goods or services from your business.
- 10. What do you need insights for?
- 11. McDonald’s Arch Deluxe (1996 – 1996)
- 12. What can you improve with customer insights?
- 13. • Product success • Product engagement • Conversion rate • Retention rate • Decrease support calls • Marketing efficiency • Product effectiveness • … What can you improve with customer insights?
- 14. Albert Heijn Wink staff app
- 17. How to get customer insights with minimal effort
- 18. Get closer to your customers… …and be curious
- 19. 1. Guerrilla testing 2. User interviewing with Lookback 3. User testing with UsabilityHub So many methods to do so, I’ll share three with you: Get insights with minimal effort
- 20. But first: How do you get unbiased information?
- 22. You want to know more about your customer, their problems and the context in which their problems occur.
- 23. You do not want to know if they acknowledge the problem and what they think about your solution.
- 24. Do • Ask about the past and present • Ask open questions • Ask about generic subjects Correct questions • Can you tell me about the last time you…? • How did you solve this problem? • What do you think that happens when you click there? • Bonus: ask 5 times Why How do you get unbiased information?
- 25. Wrong questions • Do you think you will use this? • Do you like this idea? • How much would you be willing to pay for this? Don’t • Ask about future behavior • Ask leading questions • Ask about specifics subjects How do you get unbiased information?
- 26. McDonald’s Arch Deluxe Are we asking the right questions? Would you like a burger with fresh ingredients?❌ ✅ Can you tell me about the last time you visit McDonalds?
- 28. Your customers are out there
- 29. What do you need? • Research goals • Interview questions (mom-test proof) • Prototype or designs (optional) • A place where your target group is • Something to make notes • Guts to talk to strangers • An open mind Guerrilla testing
- 31. • Avoid social desirable answers • Let one person do the interview, and the other make notes • Go somewhere people have spare time • Bring an incentive Tips & tricks Guerrilla testing
- 34. What do you need? • Research goals • Interview questions (mom-test proof) • Prototype or designs (optional) • Lookback account • Participants for the test • Google Chrome for desktop testing User interviewing
- 36. • Make it a habit: plan one interview every week • Start with your clients, they are more willing to help you than you might think • If you want to interview people who are not clients, let an external company recruit participants Tips & tricks User interviewing
- 39. What do you need? • Research goals • Assignments • Prototype or designs • UsabilityHub account • Participants for the test, or: • Credits to use the UsabilityHub panel (optional) User testing
- 40. Question test Media player icon test
- 41. • Start with small tests • Mix UsabilityHub’s panel to your own participants Tips & tricks User testing
- 42. Recap
- 43. Recap • Just do it • Keep it simple • Have an open mind • Mom test technique • Involve your colleagues and stakeholders • People are willing to share insights with you • You will learn more than you might think
- 44. Let’s get to know your customers
- 45. Contact Pieter Koenis 06 1542 2720 pieter@sodastudio.nl www.sodastudio.nl