Techniques also vary based on market size qualitative

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Techniques also vary based on market size Qualitative research is often more obtainable and useful with these types of products. Complex, large solutions often have: Relatively small numbers of Customers A small number of transactions with each Customer Transactions costing hundreds of thousands to millions of dollars Moore, Geoffrey A. Dealing with Darwin. Penguin Group. 2008. Techniques vary based on number of respondents/participants population siz e 100 -1K -TOOK Number of Customers SCALED AGILE © Scaled Agile. Inc. Use segmentation or sampling to manage large numbers of respondents Focus groups, customer advisory boards □ Questionnaires, conjoint analysis I Innovation Games® | Large scale questionnaires, surveys (sampling) Interviews, conjoint analysis % % -10K \ -30 / / ® -10 / / SCALED AGILE © Scaled Agile. Inc. 57
Different research techniques are useful in different contexts. Step 1: Select research techniques appropriate for TTC Step 2: Working in your groups, match the research technique most useful for a given question in each context on the next slide Step 3: Be prepared to share with the class Qualitative research fuels innovation We act confidently on what ‘we know we know’ We seek more data on what ‘we know we don’t know’ before we act Innovation is fueled when we use research to enable ourselves to find new information: ‘what we didn’t know we didn’t know!’ What we know we don’t know What we know we know SCALED AGILE © Scaled Agile. Inc. 58 Activity: Selecting research techniques Prepare Share SCALED AGILE © Scaled Agile. Inc. 59
Research techniques Note which research techniques you would use for each of these questions. Question ________________ Recommended research technique(s) ___________________ How big is the TTC market? What Features should we build for our target market segment? Should we brand the packaging and vehicle design? How should we sequence the delivery of key Features? How are we perceived vs. our competitors? Is our Roadmap aligned to changing Customer needs? SCALED AGILE © Scaled Agile, Inc. 60 2.4 Plan your research
Apply a market research process Who you ask is often the most important planning question for primary research What are your questions or hypotheses? What will you do with the answers? ~ I What data is needed to answer the questions? For primary research, who will you ask? I Acquire the data. I I Process/analyze the data. I Present results and take action. SCALED AGILE © Scaled Agile. Inc. 62 Who should you ask: The respondent profile A respondent profile is a profile of the respondents who are desired for the research. The respondent screenens a series of questions or data characteristics that are used to determine if a given person meets the desired respondent profile. Example: Knowledge workers in companies of more than $1 OOM in annual revenue who have a need to collaborate with peers, other people within their company, and internal/external stakeholders on an SCALED AGILE © Scaled Agile. Inc. 63
as-needed basis.

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