Section 5 Analyzing For Insight Slides

Analyzing for Insight
© Vivian Harris & Todd Birzer

Two types of insight
• Customer interviews provide two types of
information and valuable insight
– Insight from each interview

• From a particular customer
– Insight across interviews

• From multiple customers
• Both are important to consider, plan for,

and follow up on

Two types of insight We’ll start
here • Customer interviews provide two types of



and follow up on

Insight from each interview
Insight from each
interview
1• Capture key learnings and surprises
2• Create a mindmap
3• Distribute an interview summary to your

team

Insight from each
interview
– Do this the same day as the interview
• Our memory for detail is short!
– Flesh out your notes (using your memory)
– If you interviewed with a teammate (UX
designer, engineering lead), get their thoughts
– Make note of any open issues requiring follow-
up
• Customer satisfaction issues, technical
support, customer expressing interest in a
currently-available product, etc.

Insight from each
interview

team

Insight from each
interview
• An intuitive, visual representation

• Do this immediately after the interview
• Don't overthink the process
• Consult your notes to make sure you haven't
forgotten anything

Mindmapping
Example: Insomnia drug
• How to create a mindmap
– Put your respondent in the center, along with
interview date
– Add the major topic areas of the interview

• How to create a mindmap
Mindmapping
❑ Put your respondent in the center,
along with interview date
❑ Add the major topic areas of the interview
major topic areas

❑ Now add sub-areas, to expand on the main
Mindmapping topic areas
Sub-areas

❑ Now add detail to support the sub-areas
Mindmapping
Supporting details

Mindmapping
How is a mindmap useful?
• It can help you jot down the most important

insights and surprises from the interview
quickly, before you forget them
• It provides a quick visual snapshot of the

customer
• It can help you identify and remember follow-

up issues that should go into your interview
summary

• Mindmaps are simple to sketch freehand and they
don't need to be works of art
Mindmapping • There are also good mindmapping tools available
Tools
• We aren’t recommending any particular tool, but
you could try:
– Coggle
– MindMup
– Mindmeister
– Mindly
– Stormboard
– SimpleMind
– And others… Note: you can just speak to
this, and we can do a screen
capture of some of these
websites as you talk

Insight from each
interview

team....after every interview

For each interview, create an interview summary
Interview summary
Distribute your summary via Slack or email
– To your team + your managers
Print your summaries, if you can…

– Collect them in a notebook
– Keep them in a team meeting area
Why?
– Document your learnings
– Create a customer insight library to refer to
later
– Generate credibility with your extended team
and their managers
Interview summary You can use
our template

Make sure to
Interview summary include customer
background, key
insights and
surprises, and
follow-up items

Interview summary
Photos and
mindmaps are
great (but
optional)

Two types of insight We’re here



and follow up on

Insight across
interviews • With multiple interviews, you can start to generate
insights that can be applied more broadly
– Guiding your product strategy, new product
development, and your search for growth
opportunities
• There are several methods you can use to chart

and catalog your learning, which – over time and
more interviews – will build to create learning you
can act on
– Ratings & rankings: This is the only "data" you can
mine from customer interviews, and it's worth making
the most of it
– Excel spreadsheet of notes: This can help you
analyze learning across interviews more quickly

Ratings & rankings
Use Excel or Google Sheets to track quantitative
data
• Create a spreadsheet that aligns with your
interview's data points (e.g., ratings and rankings)
• Enter information after every interview
• Over time, this will provide a quick snapshot of
how the concepts are stacking up
• Make sure to include:
✓ Respondent's name
✓ Company name
✓ Date of interview
✓ Data for each concept

Excel or Google Name Company Date Ratings Rankings
Sheets for Data P S M P S M
John S ABC 2-Feb 3 3 1 2 1 3
Yuri K Trading Post 5-Feb 5 2 2 1 2 3
Pavan S Acme 9-Feb 5 4 1 1 2 3
Lauren T Stellar Corp 20-Feb 3 5 1 2 1 3
Customers were shown

three concepts – P, S, and M.
They rated each one and did
a final ranking.

Excel for Notes
Use Excel or Google Sheets to manage your notes
• Create a second page in your spreadsheet (after the

ratings page) for you to enter your most important
notes
• Create cells and headings that reflect the interview

guide, and fill in where you can
• Try to do this right after the interview so that you

can rely on memory and notes
– Don’t wait (or pay) for a transcript

Excel or Name Co Responsibility
Major
Unmet needs
Ethnography:
Product K
Google developments observations
Our online order
Sheets for tracking works for
Notes
Still waiting for real- him, but he had
The app from XYZ time inventory to difficulty changing a
Oversees ordering company has saved show in an app, customer's address; Excited about this but
and CRM; reports time; his customerswhich would help also could not locate expects it to be $$$;
to CIO; budget is love seeing order manage tool for emailing would be a hard sell in
John S ABC tight info in real time expectations customer directly current environment
Column headings come

from interview sections
Interviewer enters notes

from each section into the
spreadsheet
Excel or Google
Sheets for Notes How are spreadsheets useful?
• They can help you quickly get down the salient

detail from an interview
• They create a record of every interview that can be

accessed by team members now and into the future
• They provide a way to quickly get an overall picture

of a concept's relative success and challenge
• They help to group together feedback about

products and concepts across interviews, which can
be used to reassess and refine ideas
Let’s talk about higher-
Two types of insight level techniques for
generating insight
Kano model


and follow up on

Using the Kano model to
analyze customer needs Customers are trying to solve an issue or realize an
opportunity. They are trying to satisfy their needs
After you have captured customer needs through

customer interviews, you need to categorize and
prioritize these needs
Not all needs are equal

• Customers have different priorities and meanings
attached to these needs
• As a product manager, you need to understand
this
…the Kano model can help

Kano model
Developed by Noriaki Kano and team in
1984 to:
– categorize and prioritize customer
needs
– guide product development
– enhance customer satisfaction
From the article:

• Kano Noriaki, Seraku N, Takahashi F, Tsuji S 1984, ’Attractive quality and
must-be quality’, Journal of the Japanese Society for Quality Control (in
Japanese).

International air travel is a good
and easy example to illustrate the
Kano model.
My wife and I fly fairly often from

the West Coast of the US to
Japan, and we often take Japan
Airlines, so we’ll use this as an
example

Kano model Delighted
3 Attractive needs (delighters)

Unspoken, not expected
• Need 1
• Need 2
Done poorly Done very • Need 3
(or not done) well
2 Performance needs
Stated, more is better
• Need 1
• Need 2
• Need 3
Disgusted
1 Basic needs
“Must be” requirements
• Need 1
• Need 2
• Need 3

Kano model
Pick 1-2 for customer
delight and
3 Attractive needs (delighters) competitive
Unspoken, not expected
• Need 1 differentiation
• Need 2
• Need 3
Choose the right set
2 Performance needs at the right level to
Stated, more is better ensure an attractive,
• Need 1 competitive product
• Need 2
• Need 3
1 Basic needs Include these in your

“Must be” requirements product
• Need 1 requirements, no
• Need 2
• Need 3
choice…

Two types of insight Higher-level technique for
Customer interviews provide two types of
• insight:
generating
Benefit trees


and follow up on

Benefit trees

Benefit trees
• Small San Francisco-area

startup
– Company started in 2014
• Targeting electrical utilities
• Using large steel flywheels to
store energy
• Help provide a continual
energy supply with wind and
solar

Benefit trees In our customer interviews, we probe to understand user
needs, asking a series of “why’s”
– Why is this important? Why is this motivating?
– Laddering
During concept testing these needs will morph into

product benefits
– End up with long, messy laundry list of potential
product benefits
Benefit trees are a way to add structure and clarity to this

list
Use to hone our messaging for particular audiences
…Note: this is an advanced technique and not always easy

to do

Benefit trees
From customer interviews…
• Get rid of natural gas/oil/coal backup
• Create completely renewable energy (no greenhouse gases)
• Long-life energy storage
• Low maintenance
• No hazardous wastes
• Store energy when price is low, sell when price is high
• Keep operating costs very low
• Increase their profits

Benefit trees Increase profit Sustainable energy
no greenhouse gases
Reduce
costs
Eliminate need
for natural gas/
oil/coal backup
Continual energy
supply (with
intermittent sources
like wind & solar)

no greenhouse gases
Increase Reduce
revenue costs
Store when
electricity Low operating Eliminate need
price is low, cost for energy for natural gas/
sell when storage oil/coal backup
high
Recyclable at Continual energy

Perform at full
end of life (no supply (with
capacity for 30
Very little hazardous intermittent sources
years (unlike
maintenance wastes) like wind & solar)
batteries)

no greenhouse gases
CEOs
Marketing,
Increase Reduce
revenue costs public
affairs
Store when
electricity Low operating Eliminate need
price is low, cost for energy for natural gas/
sell when storage oil/coal backup
high
Operations Recyclable at Continual energy

Perform at full
end of life (no supply (with
capacity for 30 All
Very little hazardous intermittent sources
years (unlike
maintenance wastes) like wind & solar)
batteries)
Todd © Vivian Harris & Todd Birzer

1• After a series of interviews, list out the benefits
Benefit trees of your products
Guidance
2• Arrange the benefits in some kind of structured

hierarchy
– Lowest level benefits at the bottom
– Building to higher level benefits
– Can use paper or PowerPoint to help think
through this
3• Determine which parts of your benefit tree

appeal to different target customers
4• Share, use, refine

Using customer insight
to power your product
work • We are gathering a wealth of insights from our
customer interviews
– Open-ended questions, ethnography, product
concept testing
– Motivation, needs, benefits
• Back to Jeff Bezos…

– We are learning the heart, intuition, curiosity, play,
guts, and taste of a remarkable customer
journey
• Let’s use this insight to power all our work as

product managers

work Let’s start with product strategy
Strategy
• As product managers, we want to…
– Guide our teams with a product vision
– Track our success in meeting our vision with a set of

specific, measurable objectives
– Create a strategy that spells out how we will meet

our objectives

work A foundational starting point of strategy development
Strategy is excellent market intelligence
Market analysis
Segments, size, trends
Product strategy
Vision, objectives
Customer analysis Skills, assets, products
Needs, motivations, hopes Staging & pacing
Competitive differentiation
How we make money
Competitive analysis
Trends, intensity

work A foundational starting point of strategy development
Strategy is excellent market intelligence In-depth customer
interviews are one
of our best tools
Market analysis
Segments, size, trends
Product strategy
Vision, objectives
Customer analysis Skills, assets, products
Needs, motivations, hopes Staging & pacing
Competitive differentiation
How we make money
Competitive analysis
Trends, intensity

work Customer interviews and concept testing are at the
New product development heart of an excellent discovery process for new
product development

Using customer insight A discovery & delivery process runs on fast, iterative
to power your product feedback loops with customers
work • Sort good ideas from bad ideas
New product development • Refine good ideas
• Test again (and again)
• Seek customer value, seek product-market fit
Use customer interviews and concept testing as a core

component of your discovery & delivery process

Customer interviews power our search for growth
work
across the product lifecycle
Search for growth

Using customer insight Good customer interviews are rich in ideas for
to power your product finding growth
work
Understand your Know best timing
Search for growth product’s purchase for a “harvest and
process (and make exit” strategy
it easier)
Understand what
drives referrals
Explore opportunities
with customers in
new countries
Increase customer
acquisition & activation
by understanding needs Learn how to best
and motivations talk about your
product’s benefits
work
Advice: use insight from customer interviews
to jump-start and power your…
Product strategy
New product development
Search for growth

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Analyzing for Insight

© Vivian Harris & Todd Birzer

– Insight from each interview

– Insight across interviews

• Both are important to consider, plan for,

© Vivian Harris & Todd Birzer

– Insight from each interview

– Insight across interviews

• Both are important to consider, plan for,

© Vivian Harris & Todd Birzer

3• Distribute an interview summary to your

© Vivian Harris & Todd Birzer

© Vivian Harris & Todd Birzer

3• Distribute an interview summary to your

© Vivian Harris & Todd Birzer

• An intuitive, visual representation

© Vivian Harris & Todd Birzer

– Add the major topic areas of the interview

© Vivian Harris & Todd Birzer

❑ Add the major topic areas of the interview

major topic areas

© Vivian Harris & Todd Birzer

© Vivian Harris & Todd Birzer

© Vivian Harris & Todd Birzer

• It can help you jot down the most important

• It provides a quick visual snapshot of the

• It can help you identify and remember follow-

© Vivian Harris & Todd Birzer

© Vivian Harris & Todd Birzer

3• Distribute an interview summary to your

© Vivian Harris & Todd Birzer

Print your summaries, if you can…

© Vivian Harris & Todd Birzer

© Vivian Harris & Todd Birzer

© Vivian Harris & Todd Birzer

– Insight from each interview

– Insight across interviews

• Both are important to consider, plan for,

© Vivian Harris & Todd Birzer

• There are several methods you can use to chart

© Vivian Harris & Todd Birzer

© Vivian Harris & Todd Birzer

Lauren T Stellar Corp 20-Feb 3 5 1 2 1 3

Customers were shown

© Vivian Harris & Todd Birzer

• Create a second page in your spreadsheet (after the

• Create cells and headings that reflect the interview

• Try to do this right after the interview so that you

© Vivian Harris & Todd Birzer

Column headings come

Interviewer enters notes

• They can help you quickly get down the salient

• They create a record of every interview that can be

• They provide a way to quickly get an overall picture

• They help to group together feedback about

– Insight across interviews

• Both are important to consider, plan for,

© Vivian Harris & Todd Birzer

After you have captured customer needs through

Not all needs are equal

…the Kano model can help

© Vivian Harris & Todd Birzer

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