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
Taiye Akin-Akinyosoye
Amplifying voices and enhancing user research through group interviews
2025 • Advancing Research 2025
Gold
Amber Knabl
Empowering innovation: The critical role of inclusive product development in the AI era
2024 • Designing with AI 2024
Gold
Bud Caddell
Theme 2 Intro
2021 • DesignOps Summit 2021
Gold
Bram Wessel
Enterprise Information Architecture
2020 • Enterprise Community
Nalini P. Kotamraju
Two Jobs in One: Being a “Leader who is a Researcher” and a “Researcher who is a Leader"
2021 • Advancing Research 2021
Gold
Cassandra Piester
Developing and Deploying Your Design Operations Strategy
2024 • DesignOps Summit 2024
Gold
Victor M. Gonzalez
Practicing Learners and Learning Practitioners
2021 • Advancing Research 2021
Gold
Mark Templeton
Creating a Legacy: the ultimate experience
2017 • Enterprise Experience 2017
Gold
Adel Du Toit
Get Your CFO To Say: 'Our Strategic Goal is User Obsession'
2022 • Design at Scale 2022
Gold
Brigette Metzler
Research Repositories: A global project by the ResearchOps Community
2020 • Advancing Research Community
Dan Willis
Enterprise Storytelling Sessions
2016 • Enterprise UX 2016
Gold
Louis Rosenfeld
Coffee with Lou
2024 • Rosenfeld Community
Deanna Smith
Leading Change with Confidence: Strategies for Optimizing Your Process
2024 • DesignOps Summit 2024
Gold
Sam Proulx
SUS: A System Unusable for Twenty Percent of the Population
2021 • Design at Scale 2021
Gold
Bas Raijmakers, PhD (RCA)
What Design Research can Learn from Documentary Filmmaking
2022 • Advancing Research 2022
Gold
Jon Fukuda
Design Planning and Management Support
2023 • DesignOps Summit 2023
Gold

More Videos

Bria Alexander

"Always approach from a place of kindness and think about the experience you want people to have as the water that keeps trees bendable."

Bria Alexander Laura Gatewood Corey Long Daniel Orbach Laine Prokay Deanna Smith

The Big Question about Resilience: A panel discussion

September 23, 2024

Sam Proulx

"The electric toothbrush started as an accessibility solution but became better for everyone."

Sam Proulx

Accessibility: An Opportunity to Innovate

November 16, 2022

Bria Alexander

"Celebrate progress continuously and use OKRs as a learning process to evolve goals and strategies."

Bria Alexander Benson Low Natalya Pemberton Stephanie Goldthorpe

OKRs—Helpful or Harmful?

January 20, 2022

Carol Massa

"Any change we make in healthcare can mean the difference between life and death, so timing is everything."

Carol Massa

Designing Health: Integrating Service Design, Technology, and Strategy to Transform Patient and Clinician Experiences

December 3, 2024

Dan Willis

"They thought if we build system functionality and send people to training, it will just work. Spoiler: it didn’t."

Dan Willis

Filling the Void

November 7, 2018

Sofia Quintero

"If you don’t have the time and organizational support, don’t do it because you only set a precedent of failure."

Sofia Quintero

Beyond Tools: The Messy Business of Implementing Research Repositories

March 10, 2022

Sarah Auslander

"Thousands of parents came with their children to play in the pop-up urban play space downtown."

Sarah Auslander

Incremental Steps to Drive Radical Innovation in Policy Design

November 18, 2022

Jane Davis

"The future of research isn't more research, it's research that matters more to organizations."

Jane Davis

Strategic Shifts and Innovations in User Research: Navigating Challenges and Opportunities

March 11, 2025

Rachael Dietkus, LCSW

"In design, it's the BYOE model—bring your own ethics."

Rachael Dietkus, LCSW

The power to heal and harm

March 13, 2025