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
"Driver modeling tells you which research initiatives matter most based on their impact on key outcome metrics."
Landon BarnesAre My Research Findings Actually Meaningful?
March 10, 2022
"Why do you call branches stores? Are you there to help me with my finances or to sell me something I don’t need or want?"
Robin BeersBeyond Insights: Researchers as Organizational Change Catalysts
March 25, 2024
"Without a clearly articulated vision, you are aiming without knowing what the target is."
Satyam KantamneniDo You Have an Experience Vision?
March 23, 2023
"Getting something accessible is a straight line; keeping something accessible requires process change."
Sheri Byrne-HaberAccessibility at Scale
June 9, 2021
"We’re in the perfect place at the perfect time because we know just enough about AI and our organizations to be thoughtful about change."
Husani OakleyTheme Three Intro
June 6, 2023
"The problem with the bike rental app wasn’t UX design; it was the enterprise’s inability to distribute bikes to meet user demand."
Milan GuentherA Shared Language for Co-Creating Ambitious Endeavours
June 6, 2023
"We spend all our time in our heads and unintentionally hold others to the same standards without communicating it."
Joshua GravesWe Need To Talk: Addressing Unmet Expectations (Part 2 of 3)
April 28, 2025
"We’re experimenting but not yet planning AI product releases; the space is so open and exciting."
Louis Rosenfeld Billy Carlson Jon Fukuda Maria TaylorHow AI will Change DesignOps Tooling
October 3, 2023
"Focus changes are critical to inform screen reader users when dialogs open or content changes."
Sam ProulxDesigning For Screen Readers: Understanding the Mental Models and Techniques of Real Users
December 10, 2021
