Product research rules : nine foundational rules for product teams to run accurate research that delivers actionable insight

Digital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, Aras Bilgen, C. Todd Lombardo, and Michael Connors demonstrate how your entire team can conduct effective product research within a couple of weeks--easily, cheaply, and without compromising quality. Drawing from decades of experience in product development, the authors lay out nine simple rules that combine user research, market research, and product analytics to quickly discover insights and build products customers truly need. * Recognize and avoid common research pitfalls * Switch to the insight-making mindset that underlies all successful research efforts * Find out how to look at data, formulate the right questions, and pick the right research method * Learn interview techniques and research skills * Analyze for insights collaboratively while avoiding bias * Inspire action with your insights through powerful presentations and prototypes * Learn how to involve a wide variety of stakeholders in research, from developers to executives * Discover how you can make research a habit, not a one-off effort Table of Contents Foreword Introduction Excuses for Not Doing Research When Do You Do Product Research? Building on Different Research Disciplines A Set of Rules for Product Research Acknowledgments Rule 1: Prepare to Be Wrong Ego Is the Enemy of Product Research Different Mindsets in Research Steps for Good Insights Summing Up Rules in the Real World: Founders of Zeplin Were Very Wrong Key Takeaways Rule 2. Everyone is Biased, Including You What Are Biases? Assumptions: What Do You Think You Know? Rules in the Real World: SME Interviews Key Takeaways Rule 3. Good Insights Start with a Question What’s an Insight? It’s Too Easy to Start Research Without a Question Going from Hunch to Research Question The Usage Perspective The Business Perspective The Expertise Perspective Formulating the Question: Using the QFT Try It Out: Are These Good Research Questions? Rules in the Real World: How One Product Manager Deployed Data Science in Product Research Key Takeaways Rule 4. Plans Make Research Work Picking a Research Method Finding Participants The Dynamic Duo: Researcher and Notetaker Preparing Guides for Your Sessions Creating a Communication Plan What If You Can’t Stick to Your Plan? Rules in the Real World: How Can You Tell If People Feel Connected in a Video Call? Key Takeaways Rule 5. Interviews are a Foundational Skill Conversation Styles What Is Interviewing? The Day Of: Preparing for an Interview During the Interview Conducting Interviews Remotely Recording Conversations After Each Interview Key Takeaways Rule 6. Sometimes a Conversation is Not Enough Going Beyond Conversation Card Sorting Field Immersion Diary Studies Usability Studies: This Is Not a Test Rules in the Real World: Rocking the World by Going Beyond Interviews Key Takeaways Rule 7. The Team that Analyzes Together Thrives Together Analyzing Data in Product Research Rules in the Real World: Doing Collaborative Analysis, Even When You Have an External Agency Key Takeaways Rule 8. Insights Are Best Shared Presentations: Forget the Long Report, Get Buy-In Narrative Prototypes: Show and Tell Managing Feedback Distributing Your Findings More Widely Storing and Archiving Your Research Results Driving Your Audience to Action Key Takeaways Rule 9. Good Research Habits Make Great Products Build a Habit Cycle Around Research Share Findings Liberally Enable Others to Conduct Product Research Research in Agile Software Development Developing Research Muscles Teams That Made Research a Habit What’s Next? Index Digital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, C. Todd Lombardo and Aras Bilgen demonstrate how your entire team can conduct effective product research within a couple of weeks--easily, cheaply, and without compromising quality. Drawing from decades of experience in product development, the authors lay out nine simple rules that combine user research, market research, and product analytics to quickly discover insights and build products customers truly need. Recognize and avoid common research pitfalls Switch to the insight-making mindset that underlies all successful research efforts Find out how to look at data, formulate the right questions, and pick the right research method Learn interview techniques and research skills Analyze for insights collaboratively while avoiding bias Inspire action with your insights through powerful presentations and prototypes Learn how to involve a wide variety of stakeholders in research, from developers to executives Discover how you can make research a habit, not a one-off effort