INNO 2004 x

From Intuition to Insight:

Desirability, Feasibility &

Viability

Week 4
 AGENDA - SESSION 4

1. Desirability: Interviews & Surveys

2. Desirability: Online and Offline Market

Research Basics (Collection, Analysis,
Communication and Use of Data)

3. Desirability: Market Research Fallacies

 SESSION 4
New ideas!
 TEAM PRESENTATIONS
1. Define 5 hypothesis on Customer Segments &
5 hypothesis on Value Proposition)
2. Develop Hypothesis Priority Matrix
3. Develop Hypothesis Validation Forms for 10
hypothesis
4. Develop Hypothesis Validation Board
5. Start development of the Landing page
 INTERVIEWS

Interview Process
 INTERVIEWS

1. Define Sample Size

 INTERVIEWS

2. Select Hypothesis
 INTERVIEWS

3. Define Validation Metrics

 INTERVIEWS

How to find people to interview?

 INTERVIEWS

Tips
 INTERVIEWS

4. Script for Problem Interview

 INTERVIEWS

4. Script for Solution Interview

 INTERVIEWS

Interview Introduction
 INTERVIEWS

Customer Segmentation Questions

 INTERVIEWS

Problem Questions
 INTERVIEWS

Solution Questions
 INTERVIEWS

Conclusion
 INTERVIEWS

5. Create Interview Briefing

 INTERVIEWS

6. Schedule the Interviews

 INTERVIEWS

7. Make the Interview

 INTERVIEWS

During the Interview

 INTERVIEWS

8. Document the Interview

 INTERVIEWS

9. Analyze the Results

 INTERVIEWS

Two Types of Feedback

 SURVEYS

Why?
 SURVEYS

How? (e.g.)
 SURVEYS

How? (e.g.)
 SURVEYS

How? (e.g.)
 SURVEYS

Best Practices
 SURVEYS
Survey Design Checklist
 OFFLINE AND ONLINE MARKET RESEARCH

Collect Data
 OFFLINE AND ONLINE MARKET RESEARCH

Analyse Data
 OFFLINE AND ONLINE MARKET RESEARCH

Communicate Data
 OFFLINE AND ONLINE MARKET RESEARCH

Use Data
 MARKET RESEARCH FALLACIES & TRAPS

5 Traps to Avoid
 MARKET RESEARCH FALLACIES & TRAPS

5 Traps to Avoid
 MARKET RESEARCH FALLACIES & TRAPS

5 Traps to Avoid
 MARKET RESEARCH FALLACIES

5 Traps to Avoid
 MARKET RESEARCH FALLACIES & TRAPS

5 Traps to Avoid
 MARKET RESEARCH FALLACIES & TRAPS

Fallacies