sffi customer development: leslie chicoine

8/13/2019 SFFI Customer Development: Leslie Chicoine

http://slidepdf.com/reader/full/sffi-customer-development-leslie-chicoine 1/36

The Secret to

Guerrilla Research

1



We will cover:

•Define Guerrilla Research•Explain to you “The Secret”

•Walk through examples and details

FI Research & Customer Dev: The Secret to Guerrilla Research Leslie Chicoine Nov 25th, 2013

2



Guerrilla research is fast, cheap and dirty.

High quality research is expensive (time + cost)

The difference is: Rigor , Time, and Cost

High quality research has rigor (R=T+C)


3



Guerrilla research falls short most in rigor.


4



Normal Research

•Well recorded &documented.

•Good process:

•Review documentation,

pull out important data,synthesize all of that.


5



Guerrilla Research

•Often no recording,poor documentation.

•Not paying people, lessformal.

•Cameras can makepeople nervous.

•Often, startup teamswon’t re-watch footage.


6



•Process, analyze, distill

•Combination of idea to form a theory

or system.•In research:“Make sense of the data we’ve gathered to discoverwhat opportunities and implications exist for ourdesign efforts.”-http://uxdesign.smashingmagazine.com/2013/09/23/5-step-process-conducting-user-research/


8

http://uxdesign.smashingmagazine.com/2013/09/23/5-step-process-conducting-user-research/










Dead simple

process.Dead simple

tools.


9



Get your

findings out ofyour short term

memory. Fast.


11



THE SECRET


13



Be the synthesis you wish to see in the world.


14



Practice safe synthesis.


15



Carpe di-Synthesis-em.


16



Got it, but how?


18



Normalize your data

with structure:

Summarize Person

Big take awaysPositives

Negatives

His/Her Process

Ideas


19



Questions to get your discussion going:

“OK, what did you hear?”

“What was good, what was bad?”

“How did they do they thing they were trying todo?”

“What did we learn?”


20



Summarize Person

Big take aways

Positives

Negatives

His/Her ProcessIdeas

(Optional:

Questions for next time,Actual quotes,

Other tools they use)


21



Summarize thePerson

•Their situation

•Their hopes

•Your judgements


22



Big take aways

• Ah-ha moments

•Things that prove ordisprove your

current theories•Game changers


23



Positives

•Likes

•Currently workingwell

•Things that caughttheir eye

•Things that madethem smile


24



Negatives

•Dislikes•Things they missed

•Broken or painfulparts


25



His/Her Process

Capture as muchdetail as possibleabout how they

navigate the process,tool, service, or flow:

•Steps

•Tasks•Tools

•Realizations


26



Ideas

•Their ideas•Your ideas


27



Get your

findings out ofyour short term

memory. Fast.


28



Format your

findings:easy to access

& quantifiable.


29



What do most people ask for?


30



What do most people ask for?


31



Research is

best in pairs.Check your

bias.


32



She said it

was “horrible”.

She wasreferring toCraigslist.

Oh.


33




34



The Secret

Synthesize your research rightafter the interview session.

35



Thanks! Questions?

Leslie [email protected]@theinfonaut

mailto:[email protected]

mailto:[email protected]

sffi customer development: leslie chicoine

Documents