A guide to generating insight through research for product development Research is the primary risk management tool you have in product development. It is also the biggest driver of insight and breakthrough ideas. The challenge many people face is doing it in a way that retains creativity and objectivity. Balancing the technical and human centred approaches can be a challenge but the results are worth it. Understanding people’s needs and requirements is the key to unlocking insights, but is not enough on its own. It must be coupled with a broader understanding of the business, product, and technical context; the product system. This presentation sets out a practical approach to undertaking research for product development. It provides guiding principles for primary research and how to interpret information and create insights. Our approach has been developed from a range of other approaches and our own experiences. It provides a common approach that can be applied across all types of research.

1. www.locusresearch.com
Generating Insights
A guide to generating insight through research for product development
www.locusresearch.com

2. An Admission
I am not really a people person.
Most of us are absorbed in what we do.
Not great at seeing or hearing what others are doing.
Naturally self absorbed.

3. Statistics are not enough
Alone they rarely provide insight to the problems we are trying to solve.
They are seen as ‘dependable’ as they are viewed as quantitative
But they lack context and depth.
They rarely deliver understanding or unlock insight.

4. Context is everything
A simple conversation can change your perspective irrevocably.
It may explain how people think, use products, the
issues and challenges they face.
Providing you with the
understanding you need to develop better products.
They create empathy.

5. A 3 Dimensional Picture
Combine analytical, humanistic and creative approaches.
Combine your facts, figures, and observations to
provide powerful indicators about gaps in the market
Helps you set your compass bearings.

6. Your best risk management tool
Research drives the most important approach to managing risk in your product development.
Remove your preconceptions (not easy!)
It helps to refresh your perspective or provide you a
new perspective on what your doing.

7. It Does not Stop at the Start
Nothing is static.
Keep going back to recalibrate your understanding.
Don’t be dogmatic, and allow yourself to change your
opinion.
It will improve your chances of being more successful.

8. Document Everything
The primary difference between us and most companies is that we document everything.
Interview notes and transcripts.
Photographs and video.
Sketches and Illustrations.

9. The Gospel

10. Scope

11. Be Organised

12. Be Organised

13. Be Organised

14. Be Organised

15. Understanding and Empathy

16. Methods
Observational research
Interviewing
Surveying
Desktop

17. Synthesis
Looking for patterns
Cluster Common
Themes
Identify Problems &
Forces
Be
visual
Synthesise as you
go
Make the information accessible
and usable

18. Generate Insights
Frame Insights & Point of
View Statements
What If Insights

22. 5 things to remember
Plan your research to generate insights.
Leave
the office and get in to place.
Use
a range of methods, both qualitative and quantitative.
Get
a mix of perspectives: internal and external; customer and expert.
Document
all findings in usable form to build a rich resource.

23. Guiding Principles of Customer Research
Have
empathy
Don’t answer the
questions
Capture the
moment
Analyse the data when
fresh
Analyse in
groups
Be
prepared for change

24. Research Tips:
Meet in
context
Break the
ice
Be
conversational
Broaden the
view
Always ask open
questions
Get to the ‘Why’ points by free
diving
Capture it as it’s
said
Record and
clarify
Play the game of two halves:
close the book but keep recording
Share back in low resolution

25. Tools
Smart Phone
–With apps & a good camera
Evernote
and OneNote –Web/Desktop/Mobile
Paper
Notebook/Journal –We made our own
Digital Camera
–Still & Video (still hard to beat)
A common approach/framework
–Tables
Spreadsheets
–Excel for sorting
Reports
–Word (still the best)
Presentations
–Powerpoint/Keynote