Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Using Research to Determine Unique Value Proposition
Gold
Thursday, March 11, 2021 • Advancing Research 2021
Share the love for this talk
Using Research to Determine Unique Value Proposition
Speakers: Edgar Anzaldua Moreno
Link:

Summary

A story about how to quantify and use survey data to create audience clusters that are statistically representative of the people that use your online product or service. Edgar joins the dots between multiple research/pattern finding/storytelling techniques, such as proto-personas, affinity mapping, survey creation, quantification of qualitative data, organic clustering of audiences, user interviews, journey maps, and business modeling canvas. It makes research tangible and actionable: instead of being an end-point that provides stakeholders with insights, it takes stakeholders through an inclusive and structured process they can be part of.

Key Insights

  • Research often fails when stakeholders are not involved or don't trust the data sources and methodologies.

  • Treating research as a product, with stakeholders as users, drastically increases engagement and usability.

  • Using proto-persona workshops with cross-department stakeholders helps generate unbiased, relevant survey questions.

  • Clustering survey data via Python and correlation matrices can reveal meaningful user segments with statistical significance.

  • Statistical validity (e.g., 95% confidence at 5% margin) is critical for stakeholder buy-in in large user bases.

  • Behavioral and demographic clusters need to be augmented with emotional attributes to create actionable personas.

  • Affinity mapping large qualitative datasets reduces noise and distills coherent narratives and pain points.

  • Mapping pain points to measurable hypotheses enables prioritization based on user impact and implementation effort.

  • Divergent and convergent workshops using tools like the business model canvas help explore and refine value proposition delivery.

  • Iterative, lean research with frequent stakeholder feedback helps identify and minimize bias effectively.

Notable Quotes

"Research should be done the same way products are built, with stakeholders as your users."

"If you frame the research in terms your stakeholders understand, they will become research-hungry."

"We don’t make big deliverables because they create friction; instead, we create shared understanding through conversations."

"Proto-persona sessions helped us avoid departmental bias and uncover the questions stakeholders really cared about."

"We used a 0.8 correlation threshold to tightly cluster similar survey responses, balancing cluster count and inclusion."

"Clusters alone aren’t personas; we turned clusters into interview screeners and then emotional personas."

"We wrote hypotheses as we believe this pain point matters, here’s how we test it, and how success looks."

"Different stakeholders tackle the delivery problem differently, which gave us necessary divergent thinking."

"Biases surface as you iterate, so lean approaches help you find and fix them quicker."

"Marital status mattered because some people buy cars for their spouses or kids, not just themselves."

Ask the Rosenbot
Billy Carlson
Ideation tips for Product Managers
2022 • Design in Product 2022
Gold
Dan Saffer
Why AI projects fail (and what we can do about it)
2025 • Rosenfeld Community
Alla Weinberg
Workers Are Sick of Change: The Cure is Psychological Safety
2023 • Enterprise UX 2023
Gold
Harry Max
Failure Friday #5: Lessons from a SaaS Design Failure
2025 • Rosenfeld Community
Husani Oakley
Theme Three Intro
2023 • Enterprise UX 2023
Gold
John Calhoun
Meters, Miles, and Madness: New Frameworks to Measure the (Elusive) Value of DesignOps
2024 • DesignOps Summit 2024
Gold
Llewyn Paine
Coexisting with AI: A practical guide for researchers to navigate tools, ethics, and integration
2025 • Advancing Research 2025
Gold
Shazia Ali
Communication: Innovative techniques for making your voice heard [Advancing Research Community Workshop Series]
2024 • Advancing Research Community
Scott Plewes
Why Isn't Your UX Approach Going Viral?: A Mathematical Model
2023 • Advancing Research 2023
Gold
Angelos Arnis
State of DesignOps: Learnings from the 2021 Global Report
2021 • DesignOps Summit 2021
Gold
Nick Cochran
Growing in Enterprise Design through Making Connections
2019 • Enterprise Experience 2019
Gold
Allison Sanders
Operating with Purpose
2024 • DesignOps Summit 2020
Gold
Frank Duran
Partnership Playbook: Lessons Learned in Effective Partnership
2024 • Enterprise Experience 2020
Gold
Dr. Jamika D. Burge
The Future of Research: Bridging the Gaps
2021 • Advancing Research Community
Mackenzie Cockram
Integrating Qualitative and Quantitative Research from Discovery to Live
2022 • QuantQual Interest Group
Dan Willis
Enterprise Storytelling Sessions
2019 • Enterprise Experience 2019
Gold

More Videos

Jill Fruchter

"Deserts bloom; insights can emerge even in data-saturated environments if we nurture the right culture."

Jill Fruchter

Inconvenient Insights: The Researcher's Role is to Stay Curious

March 29, 2023

Dane DeSutter

"Our bodies profoundly influence the way that we think about ourselves, others, the world, and everything in it."

Dane DeSutter

Keeping the Body in Mind: What Gestures and Embodied Actions Tell You That Users May Not

March 26, 2024

Robert Reimann

"Enterprise software mainly serves corporate goals but rarely serves people goals very well within the products."

Robert Reimann

Taming Design Complexity with UX Models

June 8, 2017

Chris Chapo

"Since we started this presentation, enough data has been collected to fill everyone’s hard drive about 500,000 times, and fewer than 1% is ever used for insights."

Chris Chapo

Data Science and Design: A Tale of Two Tribes

May 13, 2015

Dantley Davis

"It was a tax I had to pay my entire career — balancing the work and trying to lift my community."

Dantley Davis

Leadership & Diversity—A Fireside Chat with Dantley Davis

September 17, 2020

Kate Towsey

"Research waste turns into research wealth when insights are properly activated inside organizations."

Kate Towsey Jake Burghardt

ResearchOps AMA with Kate Towsey & Jake Burghardt

October 16, 2025

Mansi Gupta

"Many ride sharing apps didn’t launch SOS features until after widespread reports of harassment, even though the problem was longstanding."

Mansi Gupta

Drawing from Feminist Practice to Make Inclusive Design Operational

September 9, 2022

Ryan Matthew

"The variable sync tool we built is not a commercial product; it’s a utilitarian sync layer to overcome Figma’s limitations and connect design to engineering."

Ryan Matthew Alex Kurchev

DesignOps without Boundaries: Building More with What You Have

September 10, 2025

Lisa Welchman

"You can’t expect people to comply with standards if you don’t know who they are."

Lisa Welchman

Cleaning Up Our Mess: Digital Governance for Designers

June 14, 2018