The twin goals of customer research: inspire designers, persuade stakeholders

The twin goals of customer research: inspire designers, persuade stakeholders Rashmi Sinha Uzanto Consulting

The Art of War Know yourself Know thy enemy Waging war

UX Report Card ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A D Inspire Design Impact Business ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object]

UX process Understand users Design Usability Metrics/ROI ----------> Strategic Customer Research

Know thy enemy “ begin with the beginning”

What is marketing “ The achievement of corporate goals through meeting and exceeding customer needs better than the competition.” Jobber 1995

I represent the customer No, I understand the customer best

[object Object],[object Object],Gerald Zaltman of ZMET fame

What is market research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentation ,[object Object],[object Object]

“ Customer can have any color car he wants as long as its black.”

What are market segments? ,[object Object],[object Object],[object Object],[object Object]

Reeboks’s segmentation scheme in the 90’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Criteria for a segmentation scheme ,[object Object],[object Object],[object Object],[object Object]

Bases of segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentation / market research methods ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],Ely Dahan & John R. Hauser Handbook of Marketing (2000)

Why this gap ,[object Object],[object Object],[object Object],[object Object]

Personas & Segmentation ,[object Object],[object Object],[object Object]

Three patterns of interaction ,[object Object],[object Object],[object Object]

Co-opt ,[object Object],[object Object],[object Object]

Situational Ingredients ,[object Object],[object Object],[object Object],[object Object],[object Object]

Keeping them involved ,[object Object],[object Object],[object Object],[object Object]

Constant Sum ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Impact ,[object Object],[object Object]

Pre-empt ,[object Object],[object Object],[object Object]

Situational ingredients ,[object Object],[object Object],[object Object],[object Object]

The need for numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Research strategy ,[object Object],[object Object],[object Object]

Combat ,[object Object],[object Object],[object Object]

Situational ingredients ,[object Object],[object Object],[object Object],[object Object],[object Object]

Two viewpoints about customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The challenge ,[object Object]

A change of plans ,[object Object],[object Object],[object Object],[object Object],[object Object]

Net result ,[object Object],[object Object],[object Object]

Be flexible about methods ,[object Object]

Pricing research in the UX toolset? ,[object Object],[object Object]

The object of our persuasion ,[object Object],[object Object]

Validation stage for customer research ,[object Object],[object Object],[object Object],[object Object]

Two sets of deliverables ,[object Object],[object Object]

Repertoire of “business friendly methods” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

In conclusion ,[object Object],[object Object]

contact: rashmi@uzanto.com url: www.uzanto.com QUESTIONS?

The twin goals of customer research: inspire designers, persuade stakeholders

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