1. On the Scientific Method, Startups and Innovation Dr Tendayi Viki University of KentWebsite: www.tendayiviki.comFollow Me: @tendayivikiLean Startup Conference 2013, Manchester

2. The Scientific Method Applied to Innovation and Entrepreneurship 3. A Pseudoscience? Associates with science and uses the similar language. Often simplistic and relies on anecdotal evidence. Uses research methods without properly thinking through their implications. 4. Lets Start at the Beginning Where do startup ideas come from? 5. Getting to Plan B: Analogs vs. Antilogs vs. Leaps of faith Personal Experience Desk Research Conversations with industry experts Market trend analysis Porters five forces PESTEL analysis 6. It is the leaps of faith to which we apply the scientific method to test. 7. But Wait Dont just rush out of the building. 8. But Wait Still Hypotheses must be falsifiable (Karl Popper, 1902-1994). 9. Running Successful ExperimentsAsh Maurya http://www.ashmaurya.com/2010/09/lean-startup-is-a-rigorous-process/ 10. When You Have Clear Hypotheses: Think now about appropriate method to test. 11. What is an experiment? The ability to deliberately manipulate one variable (the independent variable), while holding other variables constant. Controlling confounding variables (e.g. through random assignment or matching participants). The use of control conditions in order to take baseline measures upon which to judge your results. 12. Is qualitative research scientific? The answer is: YES! Remember it is not tactics we are focused on, its principles. Each research method has its limitations. Qualitative methods may be affected by biased interpretations. Experimental methods may not allow deeper exploration of customer motivations. 13. VERIFY QUALITATIVELYVALIDATE QUANTITATIVELYAsh Maurya (2012) RUNNING LEAN 14. A Tool for Research The Minimum Viable Product 15. The Minimum Viable Product Thehypothesis/objective you are trying to learn. from the target market segment you are trying to learn about. and the minimum form that it takes to achieve that learning. Patrick Vlaskovitz (2012)http://vlaskovits.com/2012/09/apple-maps-debacle-and-minimumviable-products/ 16. There is a Distinction Between: Mundane Realism: How closely your research mirrors real life.Experimental Realism: How closely your research place people in the necessary mind-state to test your hypothesis.Experimental realism is the goal of the MVP. 17. Science is tentative So what does this mean for a startup? 18. Dont just A/B Test. REPLICATE AND EXTEND 19. Other Interesting Issues Sampling. Ethics. Determinism. Reliability and Validity. The Mom Test.Study Design. What drives customers behaviour.Measurement. Deception and Debriefing.Within Participants. Between Participants.Statistical Analysis. Descriptive. Inferential. 20. THANK YOU