Download - Consumer Research: How to Start a Movement
Consumer Research: Starting a MovementAlbert Balcells | @balcells | [email protected]
January 29, 2014
• 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
• 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
•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
5 practical tips
• 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
•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
• 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
• 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
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
• 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
