book

Product Research Rules

by C. Todd Lombardo, Aras Bilgen, Michael Connors

November 2020

Intermediate to advanced

258 pages

6h 18m

English

O'Reilly Media, Inc.

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Excuses for Not Doing ResearchWhen Do You Do Product Research?Building on Different Research DisciplinesUser ResearchMarket ResearchProduct AnalyticsA Set of Rules for Product ResearchAcknowledgments
Ego Is the Enemy of Product ResearchDifferent Mindsets in ResearchTransactional Mindset: “How Can I Sell This?”Confirmatory Mindset: “Am I Not Right?”Problem-Finding Mindset: “How Can I Improve This?”The Right Mindset, the Insight-Making Mindset: “I Want to Understand”Steps for Good InsightsSumming UpRules in the Real World: Founders of Zeplin Were Very WrongKey Takeaways
What Are Biases?Types of Researcher BiasTypes of External BiasGeneral BiasesWhat Can You Do About These Biases?Assumptions: What Do You Think You Know?Rules in the Real World: SME InterviewsKey Takeaways
What’s an Insight?It’s Too Easy to Start Research Without a QuestionThe Vagueness Trap: “Let’s Do a General Check!”The Output Trap: “We Need Personas”The Method Trap: “Should We Do a Survey?”Going from Hunch to Research QuestionFrom Hunch to ProblemFrom Problem to Research QuestionThe Usage PerspectiveEvent TrackingSegments and CohortsUser VoicesThe Business PerspectiveYour Business ModelThe MarketOperationsThe Expertise PerspectiveHeuristic AnalysisExisting ResearchFormulating the Question: Using the QFTTry It Out: Are These Good Research Questions?Rules in the Real World: How One Product Manager Deployed Data Science in Product ResearchKey Takeaways
Picking a Research MethodRequired Skills Versus Available SkillsCost of the MethodCost of RecruitmentTry It Out: Pick a MethodFinding ParticipantsThe Easy-to-Reach Audience TrapConsiderate Selection: The Screening ProcessKeeping Track of ParticipantsFinding an Emotional IncentiveGoing Where Your Users AreSeeking Different PerspectivesThe Dynamic Duo: Researcher and NotetakerPreparing Guides for Your SessionsExample Field GuideDrafting Your Field GuideTry It Out: Fixing a Field GuideCreating a Communication PlanWhat 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
Conversation StylesFour Styles to Avoid, One to FosterPatterns of Successful InterviewsWhat Is Interviewing?The Day Of: Preparing for an InterviewDuring the InterviewConducting Interviews RemotelyTips for Video InterviewsTips for Phone InterviewsRecording ConversationsStructured Note-TakingDigital ToolsAfter Each InterviewDebriefingStarting AnalysisKey Takeaways
Going Beyond ConversationCollecting MaterialDraw It for MeBuy-a-FeatureCard SortingField ImmersionDiary StudiesUsability Studies: This Is Not a TestRules in the Real World: Rocking the World by Going Beyond InterviewsKey Takeaways
Analyzing Data in Product ResearchAnalyze by PlayingAnalyze by MakingAnalyze by CountingRules in the Real World: Doing Collaborative Analysis, Even When You Have an External AgencyKey Takeaways
Presentations: Forget the Long Report, Get Buy-InNarrative Prototypes: Show and TellNavigationPersonalizationDistributionManaging FeedbackExpressive FeedbackDirective FeedbackInquisitive FeedbackDistributing Your Findings More WidelyStoring and Archiving Your Research ResultsDriving Your Audience to ActionKey Takeaways

Build a Habit Cycle Around ResearchShare Findings LiberallyEnable Others to Conduct Product ResearchResearch in Agile Software DevelopmentDeveloping Research MusclesTeams That Made Research a HabitHow a Centralized Team Can Take Responsibility for User ResearchHow Centralized Market Research, User Research, and Multivariate Teams Can Work TogetherHow Researchers Can Make Research a HabitHow to Make It Easy to Create Research Questions Across the OrganizationHow to Make an Impact as a Research Team of OneWhat’s Next?

Overview

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