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www.theleanmarketer.com
Lean Market Research
Rebecca Steinberg Herson
The Lean Startup Machine Workshop
Tel Aviv, Israel August 30, 2012
1 Copyright © 2012 Rebecca Steinberg Herson
www.theleanmarketer.com
A bit about me
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• Led global marketing for over a decade in tech
companies & non-profits
• 3 high-growth Deloitte Fast 50 companies
• Involved in IPOs, acquisitions (both sides)
• Primarily B2B, some B2C
• Today: founder & principal at The Lean Marketer,
providing outsourced CMO services to companies in: – SaaS
– Social Networking
– Big Data
– Physical Security
– etc.
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Agenda
• Getting to know the customer
• Getting to know the selling environment
– Competition
– Channels
– Events
– Etc.
• Test, Test, Test
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Research Cycle
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Early Research
• What the customer wants
• What the customer will BUY
• What the competition is doing
• What is working for the competition
• …
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WHAT DOES THE CUSTOMER WANT?
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How to get to know your customer
• Old days
– Focus Groups
– Phone surveys
– Analyst Reports
– Trade Shows
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Today
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Market Surveys • Use surveys to
– test product ideas
– confirm your instincts
– refine your message
– discover new potential customers
• Google docs - its completely free
– Can be edited collaboratively (whoever you allow)
– Lots of available designs, or embed in your own web page or blog
• LinkedIn Polls
– Survey your own network for free
– Survey specific demographics for a fee (~$1/response)
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Paid Survey Audience Solutions
• B2B:
– http://www.thinkspeed.com/ $3 - 5K/ survey depending on
the audience
– SurveyMonkey (IT Decision Makers)
• B2C:
– SurveyMonkey Audience
http://www.surveymonkey.com/mp/audience/
– $3.00 per finished response for standard demographics
(gender, age, income, education, employment, location.
Requires professional plan (~$20/month)
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IDENTIFY 3 QUESTIONS TO SURVEY YOUR
POTENTIAL CUSTOMERS IN ORDER TO ACHIEVE
BETTER PRODUCT-MARKET FIT
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Learning @ LinkedIn
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IDENTIFY 3 GROUPS WHERE YOUR
CUSTOMERS HANG OUT
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EXPLORE YOUR ENVIRONMENT
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Don’t forget, polar bears can be sneaky
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Identify Relevant Blogs / publications
• Skim them daily
• Comment on relevant posts/articles
• Share relevant content in your ecosystem
• Reach out to people for advice
• Come launch time, this is the basis for
your media list
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Social Media
• Search Twitter, LinkedIn, Facebook for relevant people, groups, comments, companies, hashtags
• Follow, read their tweets, check their blogs
• Retweet relevant content – people appreciate it and it builds your credibility
• Tweet your own thoughts – be authentic
• “Lurk” for a while before you jump in – think cocktail party
• Then, start discussions (LinkedIn)
• Correspond with people who enter the discussion
• DM influencers (Twitter)
• Reach out to people – they are people, and most want to help
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Become part of the conversation
www.theleanmarketer.com Copyright (c) 2010 Rebecca Steinberg
Herson 16
www.theleanmarketer.com Copyright (c) 2010 Rebecca Steinberg
Herson 17
www.theleanmarketer.com
Trade Shows – concentrated learning tool
• If you attend, do your homework
• Check on twitter what people are saying about the event, tweetups planned
• Review all the exhibitors and speakers – who do you want to talk to? Do
you want to meet the exhibitors or the attendees?
• Most of the people in the booths are sales reps – is that who will be most
useful for you? Some companies also send executives, but they don’t hang
around waiting for visitors; you need to book an appointment
• The Press are also there. Don’t bother with them unless you already have a
customer they can talk to
• Look up the people you want to meet on LinkedIn and memorize what they
look like – you just might run into them in a hotel lobby
• Missed the show? View the archives online
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Free tools for Web research
• Identify industry events, active companies, potential
partners, competitors http://www.google.com
• Identify market trends over time, estimate potential volume
and geographies http://www.google.com/insights/search/
• Estimate traffic volume, cost of acquisition, find related
keywords https://adwords.google.co.il/o/KeywordTool
• Identify your competitors keywords:
http://www.keywordspy.com/
• Get your questions answered: http://www.quora.com/
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Don’t Know? Post a Q on Quora
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IDENTIFY 3 PLACES (ONLINE OR OFFLINE) THAT
WILL HELP YOU LEARN MORE ABOUT YOUR
ENVIRONMENT (COMPETITORS, CHANNELS…)
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TEST TEST TEST
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A-B Testing
• http://pickfu.com - $20 for 50 opinions
– Use for A/B testing
– Gauge popular opinion
– Determine consumer preference
– Predict consumer behavior
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Test Early and Often
There is no substitute for watching real people try
(and fail) to use your product
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THINK OF THREE THINGS YOU CAN TEST
RIGHT NOW ABOUT YOUR PRODUCT
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Thank You!
Rebecca Steinberg Herson
+972-54-444-2372
http://il.linkedin.com/in/rebeccaherson
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