consumer research: how to start a movement
DESCRIPTION
...a different spin on consumer research Every business wants to create fanatics. In order to do that you need to create wonderful consumer stories, and to do that you to need to find out what they love and hate. Customer research should help uncover these stories, shape your product and help you succeed.TRANSCRIPT
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Consumer Research: Starting a MovementAlbert Balcells | @balcells | [email protected]
January 29, 2014
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• data & demographics
• the mechanics of collecting consumer research
ABOUT THIS PRESENTATION what we are about to tell you
IS NOT
• about – in our view – the most valuable things you can get out of consumer research
• some practical tips
IS
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• Is getting others to follow you:- co-founders- customers- investors- advisors- partners- …
• You must truly believe in your idea and be authentic about it
• Example: the soccer app
THE ESSENCE OF CREATING A COMPANY early on
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•When you create a startup, you are trying to create a movement
• You need 3 things:1. Faith
Believe you are solving a big problem, have a solution that others will care about
2. Tools Your products & services, your marketing, …
3. Stories
CREATE A MOVEMENT
Consumer researchParables about real people. Ex: State of the Union, the President uses stories extensibly to convey his points
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5 practical tips
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• To validate your idea, test your product with an actual person in mind
TIP 1: HOW DO I GET STARTED
Jenna, 34, my neighbor
VS.
Data. A generic segment
• Target real people and not “segments”• Example: Overwhelming Offers
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•Many people “hide” their idea• Those who don’t, validate it with friendlies• 99% of the time you will get lukewarm responses• Go to “difficult” people instead
TIP 2: THE YOU +1 FRAMEWORK
You don’t need a sample of thousands to startOr a focus group frenzy
The you +1 framework
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• You don’t need to build a lot to test• Examples of ways to get started:
TIP 3: GUERRILLA TESTING
a) Paper Mocks b) Google Adwords
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• If you truly want to understand how well consumers react to your product…
TIP 4: THE RESEARCH ENVIRONMENT
The mom with a screaming baby
ALTERNATE: Grand Central at rush hour
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TIP 5: DON’T BE AFRAID TO LEARN FROM OTHERS
Don’t be afraid to learn by copying others
A simple framework: established players vs. newcomers
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• Your goal is to
YOUR ULTIMATE GOAL
1 10 100Create fanatics
Those who Like vs. Love your brand/product
• Fanatics drive the success of a business• You want to find out what they love and hate• Customer research should uncover their stories
• The stories will shape your product