How Startups Can Run Better Landing Page Tests

This article first appeared on Xconomy.com. In today’s fast-changing world, new product teams are constantly pushed to do more faster. They need to run fast to keep up with rapidly changing market conditions. Oftentimes it means making decisions about what to invest in with very little information. How can teams … Read More

“Talking to Humans” by Giff Constable

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Product people take note: you now have a fantastic new resource to help you understand the customer and build better products.  Giff Constable, a serial entrepreneur and the CEO of Neo, has just launched a new e-book called “Talking to Humans”. This ebook covers the important technique of the detailed … Read More

Price testing: Monadic Purchase Intent Test

This is the tenth post in my Customer Research series. Today I read a fantastic post on the Vovici Blog by Jeffrey Henning on monadic price testing.  You can read it here.   In fact this is such a fantastic blog that if you are interested in customer research at … Read More

The dreaded “dark side”

I am currently working on a product and service combination where there is a hardware component and an online software component.  Predictably, our customers are split between those who go on line and those who don’t.  Also predictably, we know vastly more about our on-line customers than our off-line customers. … Read More

Online surveys

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This is the ninth post in my Customer Research series. I’ve been dragging my feet on this post because I have imposter complex on primary quantitative research.   I learned how to do qualitative research by working shoulder to shoulder with established masters.  But I never was formally trained in quantitative … Read More

Usability research in the lab

This is the seventh post in my Customer Research series. Usability research can be very costly.  There are companies that specialize in doing it the right way, with high end audio/video equipment and multi-stream video editing and compositing integrated into the program.  The deliverable is typically an incredibly insightful presentation … Read More

Using detailed interviews to build personas

This is the fifth post in my Customer Research series. There are many awesome posts on personas, including this primer by Steve Johnson at Pragmatic Marketing, and this post about how personas serve the CEO and the executive team.  So I am not going to belabor the point.  I’ll simply … Read More

Common ethnographic techniques for market research

This is the fourth post in my Customer Research series. The word “ethnography” has such a grand sound to it.  I’ve seen seasoned executives get intimidated by it. They say things like “Whoa – that’s big agency stuff! We don’t have budget for that!”  To that, my standard response is: … Read More

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