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
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User research should have the same iterative and user-centric approach as product development.
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Engaging stakeholders throughout the research process increases buy-in and utility of findings.
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Addressing the quality of existing research is crucial for trust and effective application of insights.
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A balance between quantitative and qualitative research methods is necessary for a comprehensive understanding of user needs.
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Prototyping and testing value propositions allows for agile responses to user feedback and market demands.
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Creating actionable clusters from survey data can enhance clarity and effectiveness of user insights.
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Using personas derived from real user interviews helps in understanding the emotional context behind user behaviors.
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Stakeholder needs should dictate the kind of user research conducted—not just what researchers find interesting.
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Iterate quickly and leanly to refine research deliverables, focusing on collaborative discussions over static reports.
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Research narratives should tell a story that resonates with stakeholders to encourage usage and application.
Notable Quotes
"Research should be done the same way products are built."
"I found that nobody was doing research in the company."
"There was a lot of research around, but nobody was using it."
"When you don’t take your stakeholders in the journey, they won’t believe in the research."
"The outcome of user-centered research is engaged stakeholders who are invested in the results."
"Research needs to be actionable and provide insights without a lot of interpretation."
"We wanted to share immediately because that would become a hub of shared understanding."
"You should focus on your users, which in this case are your stakeholders."
"If you frame the research in terms they can understand, you’re going to make them research hungry."
"The problem is that the business is going to have to find solutions for users."
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