Evolve your research learning by upgrading your approach with an MVP mindset. Here's how.

1. @thegaragegroup
Adopting a MVP Mindset
for evolved research learning

2. 1. Why should researchers
care about startups?
@thegaragegroup
Flickr: Heisenberg Media

3. Uncertainty
the new norm

4. Acknowledge that uncertainty is at its maximum at
the beginning of a venture. This sounds obvious. Yet,
entrepreneurs and intrapreneurs don’t always
behave as if they understood the implications of high
uncertainty. You shouldn’t spend time on refining
and perfecting your ideas when uncertainty is high
and thus the risk of getting it completely wrong is
very high. When uncertainty is high you should keep
your ideas rough and shape them just enough to be
able to test the underlying assumptions.
Alexander Osterwalder
strateygyzer
© Impact Hub / filippo podesta

5. Speed
faster speed to market wins

6. As I pointed out in an earlier post, “Right
but late is useless”, the number one business
need, at the moment, is to get good answers
to decision makers quickly enough for those
answers to be useful to them. To achieve that
change, market researchers and insight
professionals need to do more than just tweak
their methods, they need to engage in real
business process re-engineering…
Ray poynter
MRX Author, research through gaming
Vision Critical post: “The case for faster market research, in our new ebook”
Vision Critical: Ray Poynter

7. Insights
the new commodity

8. 2. What’s MVP?
@thegaragegroup
Flickr: Heisenberg Media

9. A Minimum Viable Product is
that version of a new product
which allows a team to collect
the maximum amount of
validated learning about
customers with the least effort.
Eric reis
Author, the lean startup
Youtube

10. @thegaragegroup
Traditional MR Approach MVP Approach
Metrics Tracked Conceptual Opinion Real Behavioral Decisions
Who It’s Tested With Primary/Recruited Research Controlled In-Market Testing
What’s Tested
Individual Components Tested,
Pieced Together
Hypothesized Elements +
Increasingly Complete Programs
Risk Level High Low
Traditional MR v. MVP

11. 3. Why does MVP matter for business
& what are the implications for
market research?
@thegaragegroup
© Wikilogia

12. @thegaragegroup
individual elements/assumptions are tested
learn earlier
fail faster
iterative, with fast pivots as necessary
less resources required earlier
Hallmarks of MVP

13. @thegaragegroup
smaller, more agile tests
tests that build on each other vs. ONE point in time/definitive test
new definition of “qualification”
Implications to MR

14. Ultimately leading to breakthrough
ideas in a smarter, faster way…

15. @thegaragegroup
© Hugo Chisholm
4. Examples of MVP in Use

16. Case Study
rent the runway
Huffington Post

17. Case Study
intuit & indian farmers
Huffington Post

18. Case Study
webcam interviews during idea business modeling

19. © Hugo Chisholm
5. Watch-Outs

20. @thegaragegroup
early and unintentional public release
erosion of brand opinion
MVP Risks:

21. Learn More

22. q&a
@thegaragegroup

23. Renee Murphy
renee@thegaragegroup.com
@reneemmurphy