Using Research to Determine Unique Value Proposition
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."
Or choose a question:
More Videos
"Try to observe the situation like a security camera—stick to factual, objective descriptions."
Joshua GravesWe Need To Talk: Addressing Unmet Expectations (Part 2 of 3)
April 28, 2025
"Technology is a series of choices designers and technologists make, often small but impactful; we must demand better choices that work for all of us."
Taylor KlassmanShaping the Next Era of UX Research: Collaborative Forum
March 11, 2025
"Our strong UX process keeps product focused and bias-free as we design together."
Louis RosenfeldFounder’s Welcome
December 6, 2022
"If we don’t get good experiences in the workplace, we’re going to beat the system and go get products that actually help us do our jobs."
Catherine CourageThe Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead
May 13, 2015
"Clear is kind — clarity and kindness in content design create meaningful experiences for all."
Frances Yllana Ann Buechner Jess Jones Betsy RamacciaD.E.A.R.R. Diaries (Discipline, Experience, Architecture, Reflection + Revolution)
November 16, 2022
"I want to look at the discussion guides or listen to recordings to really get the emotional context."
Mike Oren Janice WiitalaDesign Research Strategy & Strategic Design Research
February 3, 2022
"If you have any doubts about the quality of the training data, do not proceed."
Savannah CarlinDon't botch the bot: Designing interactions for AI
June 4, 2024
"By showing up, you’re doing so not just for yourselves, but for everyone else that’s here."
Louis Rosenfeld Bria AlexanderOpening Remarks
October 2, 2023
"Everyone needs permission from their manager and leaders to truly care about research outside of their job description."
Crystal YanBuilding a Customer-Centric Culture
March 30, 2020
