...a different spin on consumer research Every business wants to create fanatics. In order to do that you need to create wonderful consumer stories, and to do that you to need to find out what they love and hate. Customer research should help uncover these stories, shape your product and help you succeed.

1. January 29, 2014
Consumer Research: Starting a Movement
Albert Balcells | @balcells | albert@nextjump.com

2. ABOUT THIS PRESENTATION what we are about to tell you
IS NOT
IS
• data & demographics
• about – in our view – the most
valuable things you can get out
of consumer research
• the mechanics of
collecting consumer
research
• some practical tips

3. THE ESSENCE OF CREATING A COMPANY early on
• Is getting others to follow you:
-
co-founders
customers
investors
advisors
partners
…
• You must truly believe in your idea and be
authentic about it
• Example: the soccer app

4. CREATE A MOVEMENT
• When you create a startup, you are trying to
create a movement
• You need 3 things:
1. Faith
Believe you are solving a big problem, have a solution that others will care about
2. Tools
Your products & services, your marketing, …
3. Stories
Consumer research
Parables about real people.
Ex: State of the Union, the President uses stories extensibly to convey his points

5. 5 practical tips

6. TIP 1: HOW DO I GET STARTED
• To validate your idea, test your product with an
actual person in mind
VS.
Jenna, 34, my neighbor
Data. A generic segment
• Target real people and not “segments”
• Example: Overwhelming Offers

7. TIP 2: THE YOU +1 FRAMEWORK
• Many people “hide” their idea
• Those who don’t, validate it with friendlies
• 99% of the time you will get lukewarm responses
• Go to “difficult” people instead
The you +1
framework
You don’t need a sample of thousands to start
Or a focus group frenzy

8. TIP 3: GUERRILLA TESTING
• You don’t need to build a lot to test
• Examples of ways to get started:
a) Paper Mocks
b) Google Adwords

9. TIP 4: THE RESEARCH ENVIRONMENT
• If you truly want to understand how well
consumers react to your product…
The mom with a
screaming baby
ALTERNATE: Grand Central at rush hour

10. TIP 5: DON’T BE AFRAID TO LEARN FROM OTHERS
Don’t be afraid to
learn by copying
others
A simple framework: established players vs. newcomers

11. YOUR ULTIMATE GOAL
• Your goal is to
Create fanatics
1  10  100
• Fanatics drive the success of a
business
• You want to find out what they love
and hate
• Customer research should uncover
their stories
• The stories will shape your product
Those who Like vs. Love your brand/product

12. Thank You
Consumer Research: Starting a Movement
Albert Balcells | @balcells | albert@nextjump.com