www.locusresearch.com

Generating InsightsA guide to generating insight through research for product development

www.locusresearch.com

An AdmissionI 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.

Statistics are not enoughAlone they rarely provide insight to the problems we are trying to solve.

They are seen as ‘dependable’ as they are viewed as quantitativeBut they lack context and depth.They rarely deliver understanding or unlock insight.

Context is everythingA 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.

A 3 Dimensional PictureCombine analytical, humanistic and creative approaches.

Combine your facts, figures, and observations to provide powerful indicators about gaps in the marketHelps you set your compass bearings.

Your best risk management toolResearch 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.

It Does not Stop at the StartNothing 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.

Document EverythingThe primary difference between us and most companies is that we document everything.

Interview notes and transcripts.Photographs and video.Sketches and Illustrations.

The Gospel

Scope

Be Organised

Be Organised

Be Organised

Be Organised

Understanding and Empathy

Methods

Observational researchInterviewingSurveyingDesktop

Synthesis

Looking for patternsCluster Common ThemesIdentify Problems & ForcesBe visualSynthesise as you goMake the information accessible and usable

Generate Insights

Frame Insights & Point of View StatementsWhat If Insights

5 things to rememberPlan 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.

Guiding Principles of Customer Research

Have empathyDon’t answer the questionsCapture the momentAnalyse the data when freshAnalyse in groupsBe prepared for change

Research Tips:

Meet in contextBreak the iceBe conversationalBroaden the viewAlways ask open questionsGet to the ‘Why’ points by free divingCapture it as it’s saidRecord and clarifyPlay the game of two halves: close the book but keep recordingShare back in low resolution

ToolsSmart Phone – With apps & a good cameraEvernote and OneNote – Web/Desktop/MobilePaper Notebook/Journal – We made our ownDigital Camera – Still & Video (still hard to beat)A common approach/framework – TablesSpreadsheets – Excel for sortingReports – Word (still the best)Presentations – Powerpoint/Keynote