In this talk, PRWD CEO Paul Rouke shares why speaking to 10 customers 1-1 in user research is the start of becoming a customer-centric organisation. The talk explains why 1-1 user research uncovers the truth, why 1-1 user research uncovers game-changing business ideas, and how video clips from user research can change decision-makers mindsets.

1. #3XEDigital
Start Walking the Walk
Towards Customer-Centricity
Paul Rouke, Founder & CEO

2. #3XEDigital

3. 1-1 User Research…
1. Helps us identify the “Why?” behind our A/B test hypotheses
2. Provides game-changing business insights
3. Delivers video clips which can change company mindsets
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4. RESEARCH
EXECUTION
USER RESEARCH
D
A
TA
ANALYSIS
HEURISTICEVALUATION
TECHNICAL
AU
D
IT
BUSINESSINSIGHTPSYCHOLOGY
CO
PY
&
PERSUASION
DESIGN&USEREXPERIENCE
DATA
SCIEN
CE
PERSONALISATION
The Four Pillars of the CRO Maturity Model
1.0 STRATEGY &
CULTURE
2.0 TOOLS &
TECHNOLOGY
3.0 PEOPLE &
SKILLS
4.0 PROCESS &
METHODOLOGY
bit.ly/CROMaturityModel
#3XEDigital

5. RESEARCH
EXECUTION
USER RESEARCH
D
A
TA
ANALYSIS
HEURISTICEVALUATION
TECHNICAL
AU
D
IT
BUSINESSINSIGHTPSYCHOLOGY
CO
PY
&
PERSUASION
DESIGN&USEREXPERIENCE
DATA
SCIEN
CE
PERSONALISATION
The Four Pillars of the CRO Maturity Model
1.0 STRATEGY & CULTURE
bit.ly/CROMaturityModel
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
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6. Working in CRO and UX, the most
valuable thing we can all do is help
change company mindset
Product
Led
Mindset
Customer
Led
Mindset
#3XEDigital

7. What we get told…
“There is no budget left to do user research”
“We don’t have enough time to do user research”
“We won’t learn anything we don’t know already”
Photo by Gabriel
Matula on Unsplash
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8. 0 1 2 3 4 5 6 7 8 9 10
1. “We don’t have enough time”
2. “We don’t enough budget”
3. “We won’t learn anything new”
4. “We already have session recordings”
5. “We already have heat-maps”
The Top 5 Reasons Companies Don’t Do Research
Frequency we hear this at PRWD
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10. The truth about 1-1 research…
1. It doesn’t need to be expensive
2. It doesn’t need to take too much time
3. It is available & valuable for every single company
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11. We can uncover game-changing
business insights, just by
talking to 10 customers 1-1
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12. 1. Why 1-1 user research uncovers the truth
2. How 1-1 user research uncovers game-changing ideas
3. How to do 1-1 user research quickly & cost effectively
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13. 1. Why 1-1 user research
uncovers the truth
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14. The 5 Steps for 1-1 User Research
1 – recruitment
2 – pre-session questions
3 – scenarios
4 – post session questions
5 – post research analysis & videos
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15. 1-1 Research – The 1st 5 Minutes
#3XEDigital
Build
Rapport
Be
Human
Show
Empathy
Actively
Listen
Build
Trust
“There are no right or wrong answers,
only your personal thoughts and suggestions”

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20. #3XEDigital
“I did not expect that,
I just thought it was
about their drink.”
Research Participant, Manchester, October 2018

21. “How many people did you speak to, 12?”
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“How many followers do we have
on Facebook, over 45 million?”

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23. 45minutes later having a watched 1-1 videos:
“What do you think we should do?
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I mean, as Red Bull.
What do you recommend next?”

24. Use the power of user research
video clips to change decision
makers mindsets
#3XEDigital
1-1 User Research
Uncovers The Truth

25. 2. How 1-1 user research
uncovers game-changing ideas
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26. #3XEDigital

27. 1-1 Research – Moderators Role
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Ask Open
Questions
Ask For
Their
Ideas
Maintain
Interest
Remain
Impartial
Listen 95% of the time. Know that silences can
often be followed by moments of ingenuity
Probe
Deeper

28. “It would be great if you could
share what you have created
with other people online”
#3XEDigital
Andrew, 26
Existing Gamer
12 years playing

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34. 2%
traffic from
social media
channels
Jan 2016
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over
50%
traffic from
social media
channels
Jan 2019

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“We have completely
transformed the perception
of Games Workshop online.”
Jim, Games Workshop

36. Ask your customers to share their ideas.
They could be absolutely ingenious.
#3XEDigital
1-1 User Research Uncovers
Game Changing Ideas

37. 3. How to do 1-1 research
quickly & cost effectively
ü 1-1 moderated research plus remote moderated research
ü Research on desktop & mobile
ü Live streaming for stakeholders
ü Create & share highlight clips
ü €105 per month
#3XEDigital

39. #3XEDigital
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40. @paulrouke @PRWD
bit.ly/PRWD121research
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