Generating Insights
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The document emphasizes the importance of generating insights through research in product development, highlighting that statistics alone cannot provide sufficient understanding of user needs. It advocates for a mix of qualitative and quantitative methods, continuous documentation, and maintaining empathy during the research process. Key principles include being organized, embracing change, and using various tools to capture and synthesize information effectively.
Generating Insights
- 1. www.locusresearch.com Generating Insights A guide to generating insight through research for product development www.locusresearch.com
- 2. An Admission I am not really a people person. Most of us are absorbed in what we do. Not great at seeing or hearing what others are doing. Naturally self absorbed.
- 3. Statistics are not enough Alone they rarely provide insight to the problems we are trying to solve. They are seen as ‘dependable’ as they are viewed as quantitative But they lack context and depth. They rarely deliver understanding or unlock insight.
- 4. Context is everything A simple conversation can change your perspective irrevocably. It may explain how people think, use products, the issues and challenges they face. Providing you with the understanding you need to develop better products. They create empathy.
- 5. A 3 Dimensional Picture Combine analytical, humanistic and creative approaches. Combine your facts, figures, and observations to provide powerful indicators about gaps in the market Helps you set your compass bearings.
- 6. Your best risk management tool Research drives the most important approach to managing risk in your product development. Remove your preconceptions (not easy!) It helps to refresh your perspective or provide you a new perspective on what your doing.
- 7. It Does not Stop at the Start Nothing is static. Keep going back to recalibrate your understanding. Don’t be dogmatic, and allow yourself to change your opinion. It will improve your chances of being more successful.
- 8. Document Everything The primary difference between us and most companies is that we document everything. Interview notes and transcripts. Photographs and video. Sketches and Illustrations.
- 9. The Gospel
- 10. Scope
- 11. Be Organised
- 12. Be Organised
- 13. Be Organised
- 14. Be Organised
- 16. Methods Observational research Interviewing Surveying Desktop
- 17. Synthesis Looking for patterns Cluster Common Themes Identify Problems & Forces Be visual Synthesise as you go Make the information accessible and usable
- 18. Generate Insights Frame Insights & Point of View Statements What If Insights
- 22. 5 things to remember Plan your research to generate insights. Leave the office and get in to place. Use a range of methods, both qualitative and quantitative. Get a mix of perspectives: internal and external; customer and expert. Document all findings in usable form to build a rich resource.
- 23. Guiding Principles of Customer Research Have empathy Don’t answer the questions Capture the moment Analyse the data when fresh Analyse in groups Be prepared for change
- 24. Research Tips: Meet in context Break the ice Be conversational Broaden the view Always ask open questions Get to the ‘Why’ points by free diving Capture it as it’s said Record and clarify Play the game of two halves: close the book but keep recording Share back in low resolution
- 25. Tools Smart Phone –With apps & a good camera Evernote and OneNote –Web/Desktop/Mobile Paper Notebook/Journal –We made our own Digital Camera –Still & Video (still hard to beat) A common approach/framework –Tables Spreadsheets –Excel for sorting Reports –Word (still the best) Presentations –Powerpoint/Keynote
Editor's Notes
- #3: Most science, design, engineering and technical people are not great with people.
- #5: Liquid dosing system story – Mekalya Compression system to treat CVD -
- #10: Research is the ‘systematic investigation to establish facts or reach new conclusions’. It can be informal, or formal, qualitative or quantitative. It can be technical, or human/user centred. The goal is to learn about the context with an open mind. Understanding is the precursor to Insight, we find that as we learn our understanding develops to the point that insight is possible. Insight is the ‘understanding of specific ‘cause and effect’ in a context’. Insight is something that often emerges during or after research and should always be documented. It is when suddenly everything comes together into a form we can understand and communicate.