Customer Insight - Top Three How To's
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Learn the top 3 'how to's' for gathering valuable customer insight
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Customer Insight - Top Three How To's
- 1. © 2015 The Insight Advantage ProductTank SF January 22, 2015 Jen Berkley Jackson @jenberkley Customer Insight– Three Top ‘How Tos’
- 2. © 2015 The Insight Advantage Where Am I Coming From? Customer Even LONGER! Research Consultant 15 years Product Manager 10 years
- 3. © 2015 The Insight Advantage Three How To’s Tonight #3 Get the most impact from win/loss data #2 Find target customers to talk to for market validation #1 Decide what kind of research to do for any given project
- 4. © 2015 The Insight Advantage #2 Find target customers to talk to for market validation #1 Decide what kind of research to do for any given project #3 Get the most impact from win/loss data
- 5. © 2015 The Insight Advantage #1 - How to decide what kind of research to do for any given project
- 6. © 2015 The Insight Advantage In-person Focus Telephone Interviews Groups Interviews #1 - How to decide what kind of research to do for any given project Ethnographic Customer Usability Print Web Studies Panels Surveys Surveys • • • • • Open-ended Closed-ended
- 7. © 2015 The Insight Advantage #1 - How to decide what kind of research to do for any given project
- 8. © 2015 The Insight Advantage #2 Find target customers to talk to for market validation #1 Decide what kind of research to do for any given project #3 Get the most impact from win/loss data
- 9. © 2015 The Insight Advantage #2 - How to find target customers to talk to when doing market validation research
- 10. © 2015 The Insight Advantage #2 Find target customers to talk to for market validation #1 Decide what kind of research to do for any given project #3 Get the most impact from win/loss data
- 11. © 2015 The Insight Advantage #3 - How to get the most impact from win/loss data Price! Product • Purchase process - What drives the search - Where they look - Who are evaluators vs. decision makers - Who owns budget - Evaluation criteria • Competitors and their strengths/weaknesses • Perceptions of: - Marketing - Product - Sales process - Overall experience
- 12. © 2015 The Insight Advantage #3 - How to get the most impact from win/loss data
- 13. © 2015 The Insight Advantage
- 14. © 2015 The Insight Advantage For more information: Phone: 408-358-0700 Email: JJackson@TheInsightAdvantage.com Blog: www.TheInsightAdvantage.com/blog Twitter: jenberkley Facebook: The Insight Advantage • Research • Win/Loss
Hinweis der Redaktion
- Not a formal researcher…practical researcher just like you! So what will we be covering in the next 20 minutes? (NEXT)
- Walk through quickly… Let’s start with the first one (NEXT)
- How to decide what KIND of research to do for a given project… (NEXT)
- There are a lot of decisions you need to make when you are going to do some research to get customer insights. I’d say that the MOST important decision to make is whether you need to get QUALITATIVE input or QUANTITATIVE input…(CLICK)….. …..and that helps drive some of the other decisions you need to make. Let’s start by understanding the difference between the two… Walk through the bullets So now let’s look at some examples of the types of research that you would use based on what you decide about whether you need qualitative or quantitative data. (NEXT)
- You can see here some examples of different types of research that provide different types of data. The examples on the left side are more qualitative and involve more open-ended questions and exploration… The ones on the right are more quantitative and involve more closed-ended questions and can actually be tabulated. But even on the far right, you can fit in some qualitative types of questions… And the examples in the middle can include a good mix of BOTH qualitative and quantitative. After going through this, let people know to give me their card if they want a more detailed document that provides details about each type of research, its purpose, when to use and pros and cons to each (NEXT)
- So once you decide on whether you need qualitative or quantitative information, there are other decisions to make: Internally vs. 3rd party vendor – can be driven by budget but ALSO timeline and skills required (doing research poorly and not structuring questions right or asking the RIGHT questions can get you bad data and be worse than not doing it at all) Blind vs. not blind – if you want to get pure, unbiased input even from your customers, you will want to conduct a blind study (which by definition means that you are not conducting it yourself and are doing it through a 3rd party vendor). That also applies to when you are getting input to validate new products or services that you don’t necessarily want your clients (or the general market) to know you are working on. When getting input on a product or service you are currently offering, obviously, that would NOT be blind and you want people to know you are conducting the research. Customers vs. purchased list/panel – Is it customers that have the input or perspective you are looking for or do you need to go wider? We’re going to be talking more about where to get non-customers to participate in your research next. # of data points needed – Generally qualitative data is more expensive to get in large quantities and it’s less expensive to get large #s via quantitative data but you need to step back and think about how many people you need input from to feel confident in the results and to feel as if you understand any given segment deeply enough Let’s go to the next item… (NEXT)
- How to find target customers to talk to for market validation This applies to those situations where you know that you need to go beyond your customers for input. Or you don’t HAVE customers yet to tap into… Where can you go to get input from people that represent your target market? (NEXT)
- First, once you have decided the KIND of research you must have a CLEAR criteria of what type of people you want input from: Including all segments you want to learn about And THEN look for people to participate in the research who meet those criteria Panels vs. lists – Lists used to be the way to get participants (you would pay X amount for a list based on # of people on it with no guarantee re: how much participation you would get from that list) but there are options now that help you contain your costs. Panels are put together by panel companies who may specialize in certain types of respondents or not, but the idea is that you only pay for input from people who participate. A per person cost for each completed interview or survey. Recruiters – Another option when you have a very specialized type of criteria (like facility managers for Fortune 500 companies who make purchase decisions), you may want to go to a recruiter who may have panel lists but would do a lot of grunt work via LinkedIn, associations, etc. to find the right mix of people that you want. Again, you pay a per person fee (higher than for a panel) for each person who participates. Associations/trade shows – Another option for finding people but this is generally just another option for buying lists…recruiters use this technique also. In all cases you will be offering sufficient incentives to people for participating…donation to a favorite charity, Amazon gift certs, etc. Alright, now let’s go to the last item on our list… (NEXT)
- How to get the most impact from win/loss data Win/loss research is based on debriefing people who have recently been through your sales process to get timely input from them that will help you improve your sales success in the future. (NEXT)
- Many organizations are collecting win/loss data from their salespeople in the form of a few fields in Salesforce, often just ONE… Why did we lose? (CLICK) Pricing most often Product sometimes….but with very few specifics But there is SOOO much more information you can get from people who have been through your win/loss process. (CLICK) - What drives the search - Where they look - Who are evaluators vs. decision makers - Who owns budget - Evaluation criteria Competitors and their strengths/weaknesses Perceptions of: - Marketing - Product - Sales process - Overall experience Customers or lost prospects are BOTH willing to share this input…if you do it the right way. So what is the right way to get these gems? (NEXT)
- Work with an objective 3rd party…COULD be someone in your organization that wasn’t involved in the sales process, IF they have the skills to conduct a great interview objectively using a script to ensure that you get all of the information you want However using an external resource can make customers take the process even more seriously and actually impresses people that you are investing in this process Should be done within 6 weeks of their decision to ensure that their information is fresh and they remember about what you are asking them about Provide an incentive for people who were lost…same as before I’ve got a white paper that you may want which talks more about win/loss research and the benefits of doing this type of regular work to get input from customers. SO…we’ve covered a lot…and we have time for just a few questions…. (NEXT)
- We’ve covered: How to decide what kind of research to do How to find target customers for research How to get the most impact from win/loss data We don’t have much time left but I can take a few questions…more than glad to answer any other questions afterward. (NEXT)
- Here is my contact information, but if you give me your card and write a key word on it I can send you either of the tools I mentioned: (CLICK) Research (for the detailed tool to pick what type of research you want to do) Win/Loss if you want a copy of the white paper I wrote on this topic