{"id":6230,"date":"2019-04-15T07:00:31","date_gmt":"2019-04-15T12:00:31","guid":{"rendered":"http:\/\/juneux.com\/blog\/?p=6230"},"modified":"2020-02-05T20:20:45","modified_gmt":"2020-02-06T02:20:45","slug":"conduct-product-research-for-the-best-results","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2019\/04\/conduct-product-research-for-the-best-results\/","title":{"rendered":"Conduct Product Research for the Best Results"},"content":{"rendered":"\n<p class=\"has-medium-font-size\">If you\u2019re reading this, you likely already believe high quality, rigorous customer research is the most direct path to product success and business outcomes.<\/p>\n\n\n\n<p>Below are several research methods\u2014beyond usability testing\u2014product teams can use to build better, more successful products.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Product Manager vs. UX<\/h2>\n\n\n\n<p>First, I\u2019ll quickly talk about who I believe is best suited to conduct research\u2014<a href=\"http:\/\/juneux.com\/blog\/2019\/04\/how-product-management-ux-work-together\/\">product managers<\/a> or UX.<\/p>\n\n\n\n<p>Simply, research can be the sole responsibility of\u2014or divided between\u2014the product manager and\/or a UX designer. Really, whoever has the desire and skillset is best suited for this role.<\/p>\n\n\n\n<p>If your organization has more than one product team, consider adding a dedicated UX researcher (or research team) to free up product managers and UX designers. <\/p>\n\n\n\n<p>The product manager can focus on leading team discussions, scoping work, writing user stories, and designing solutions with the UX designer, while the UX researcher focuses on tasks such as recruiting, research prep, and research facilitation. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Product Research Methods<\/h2>\n\n\n\n<p>When conducting product research, there are <a href=\"http:\/\/juneux.com\/blog\/2015\/03\/28-ways-to-know-your-customers\/\">many different methods<\/a> available\u2014depending on the stage of the product development.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1136\" height=\"198\" src=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/04\/product_research.png\" alt=\"\" class=\"wp-image-6233\" srcset=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/04\/product_research.png 1136w, https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/04\/product_research-150x26.png 150w, https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/04\/product_research-768x134.png 768w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/figure><\/div>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Problem Discovery<\/strong> &#8211; Learn what problems exist and why<\/li><li><strong>Problem Evaluation<\/strong> &#8211; Verify whether the product team is solving the <em>right<\/em> problem<\/li><li><strong>Solution Evaluation<\/strong> &#8211; Test possible solutions to find the best ones<\/li><li><strong>Solution Measurement<\/strong> &#8211; Measure performance after launch (or during a pilot)<\/li><\/ol>\n\n\n\n<p>Next, I\u2019ll go into more detail about each research phase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1) Problem Discovery<\/h2>\n\n\n\n<p>During problem discovery, the business problem is known, but likely the underlying reason is not. To uncover and diagnose possible reasons, product teams might use one or more of the following techniques:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Fishbone Analysis<\/strong> &#8211; Brainstorm potential reasons with internal stakeholders <\/li><li><strong>Frontline Employee Interviews<\/strong> &#8211; Interview frontline employees to learn what they see, hear, and believe about the problem<\/li><li><strong>Contextual Inquiry \/ Ethnography<\/strong> &#8211; Observe and talk to customers while they use the product <\/li><li><strong>Text Analysis<\/strong> &#8211; Analyze customer support emails, calls, chats, social media, etc. to find themes<\/li><li><strong>Customer Listening<\/strong> &#8211; Listen in on customer calls with customer service representatives<\/li><li><strong>VOC<\/strong> &#8211; Review previously collected survey data<\/li><li><strong>Session Replay<\/strong> &#8211; Observe video recordings of customers using the product<\/li><li><strong>IDIs<\/strong> &#8211; Interview customers about their difficulties or frustrations using the product<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">2) Problem Evaluation<\/h2>\n\n\n\n<p>To increase confidence, product teams can use <a href=\"http:\/\/juneux.com\/blog\/2018\/07\/validate-ux-research-using-triangulation\/\">triangulation<\/a> to zero in on the <em>right<\/em> problem to solve or estimate the <em>size<\/em> of the problem.<\/p>\n\n\n\n<p>If a clear, indisputable cause doesn\u2019t emerge in the first round of discovery, the product team will need to conduct a second study (preferably using a different methodology) to pinpoint the root cause(s). <\/p>\n\n\n\n<p>Sometimes a root cause is uncovered, but it still needs to be more fully studied or quantified before solutions can be developed. <\/p>\n\n\n\n<p>Follow-up research methods might include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Any of the above \u201cProblem Discovery\u201d methods<\/strong><\/li><li><strong>Survey<\/strong> &#8211; Gauge size of problem<\/li><li><strong>Analytics or VOC Metrics<\/strong> &#8211; Gauge size of problem<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3) Solution Evaluation<\/h2>\n\n\n\n<p>With insights in hand, next, the product team gets to work brainstorming solutions. Ideally, the team doesn\u2019t fall in love with any particular solution at this point, and instead generates multiple options.<\/p>\n\n\n\n<p>To evaluate the best ideas and avoid bias, many product teams use a methodology called <strong>Kano analysis<\/strong>. Using Kano, they learn which concepts are must-haves, which create limited delight or exponential delight, and which ideas are flat-out undesirable.<\/p>\n\n\n\n<p>Product teams might also use the following research methods to evaluate their ideas:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Fake Door<\/strong> &#8211; Build a non-functional version of the feature to see if and how customers want to interact with it<\/li><li><strong>Speed Dating<\/strong> &#8211; Rapidly winnow to most desirable concepts first, then create multiple variations of each<\/li><li><strong>Wizard of Oz<\/strong> &#8211; Build a semi-functional version of the concept\u2014simulated by humans \u201cbehind the curtain\u201d\u2014to see if and how customers react to it<\/li><li><strong>Card Sort <\/strong>&#8211; Rank ideas<\/li><li><strong>A\/B Test<\/strong> &#8211; Split-test two or more versions to see which performs best<\/li><\/ul>\n\n\n\n<p>Finally, product teams may iterate the winning idea(s) before launch to ensure the highest chance for financial success, engagement, and adoption.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4) Solution Measurement<\/h2>\n\n\n\n<p>Post-launch, product teams can measure performance using one or more metrics, then continue to optimize the product to reduce customer frustration, increase order size, etc.<\/p>\n\n\n\n<p>Metrics may include traditional business metrics (e.g., revenue, average order size, churn), calculating the cost of design operations, or CX \/ UX metrics such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>CES<\/strong> &#8211; Customer effort score<\/li><li><strong>CSAT<\/strong> &#8211; Customer satisfaction<\/li><li><strong>Task Completion Rate <\/strong><\/li><li><strong>True Intent<\/strong> &#8211; Ability to complete desired task<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Related Articles<\/h2>\n\n\n<ul class=\"wp-block-latest-posts__list wp-block-latest-posts\"><li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/06\/discovering-hidden-insights-with-kano-analysis-a-case-study\/\">Discovering Hidden Insights with Kano Analysis: A Case Study<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/esat-csat-a-survey-alignment-love-story\/\">ESAT &#038; CSAT: A Survey Alignment Love Story<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/ux-research-toolbox-anatomy-of-a-compelling-narrative-for-your-ux-research-reports\/\">UX Research Toolbox: Anatomy of a Compelling Narrative for Your UX Research Reports<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/data-overload-how-to-manage-the-flow-of-cx-insights-effectively\/\">Data Overload? How to Manage the Flow of CX Insights Effectively<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2023\/05\/bias-free-ux-research-innovative-approaches-to-mitigating-bias-in-the-research-process\/\">Bias-Free UX Research: Innovative Approaches to Mitigating Bias in the Research Process<\/a><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background has-bright-blue-background-color no-border-radius\" href=\"http:\/\/juneux.com\/blog\/contact\/\">Contact june ux<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re reading this, you likely already believe high quality, rigorous customer research is the most direct path to product success and business outcomes. Below are several research methods\u2014beyond usability testing\u2014product teams can use to build better, more successful products.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-6230","post","type-post","status-publish","format-standard","hentry","category-user-research-3"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conduct Product Research for the Best Results - June UX<\/title>\n<meta name=\"description\" content=\"When conducting product research, there are many different methods available\u2014depending on the stage of the product development.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/juneux.com\/blog\/2019\/04\/conduct-product-research-for-the-best-results\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conduct Product Research for the Best Results - June UX\" \/>\n<meta property=\"og:description\" content=\"When conducting product research, there are many different methods available\u2014depending on the stage of the product development.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/juneux.com\/blog\/2019\/04\/conduct-product-research-for-the-best-results\/\" \/>\n<meta property=\"og:site_name\" content=\"June UX\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-15T12:00:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-06T02:20:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/04\/product_research.png\" \/>\n<meta name=\"author\" content=\"Kristine Remer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@kristineremer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kristine Remer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/juneux.com\/blog\/2019\/04\/conduct-product-research-for-the-best-results\/\",\"url\":\"https:\/\/juneux.com\/blog\/2019\/04\/conduct-product-research-for-the-best-results\/\",\"name\":\"Conduct Product Research for the Best Results - 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