Product Research Rules

Spis treści książki

• Foreword
• Introduction
  • Excuses for Not Doing Research
  • When Do You Do Product Research?
  • Building on Different Research Disciplines
    • User Research
      • Generative user research
      • Descriptive user research
      • Evaluative user research
    • Market Research
      • Exploratory market research
      • Descriptive market research
      • Causal market research
      • Predictive market research
    • Product Analytics
      • Descriptive analytics
      • Diagnostic analytics
      • Predictive analytics
      • Prescriptive analytics
  • A Set of Rules for Product Research
  • Acknowledgments
• 1. Prepare to Be Wrong
  • Ego Is the Enemy of Product Research
  • Different Mindsets in Research
    • Transactional 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 Insights
  • Summing Up
  • Rules in the Real World: Founders of Zeplin Were Very Wrong
  • Key Takeaways
• 2. Everyone Is Biased, Including You
  • What Are Biases?
    • Types of Researcher Bias
      • Observer expectancy bias
      • Confirmation bias
      • Attribution errors
      • Group attribution effect
    • Types of External Bias
      • Availability bias
      • Biased participant: The know-it-all
      • Biased participant: The existing customer
    • General Biases
      • Hawthorne effect (observer bias)
      • Social desirability bias
      • Recall biases
    • What Can You Do About These Biases?
      • Take a good look in the mirror
      • Find an independent set of eyes
      • Be on the lookout for bias
      • Watch your conversation style
  • Assumptions: What Do You Think You Know?
  • Rules in the Real World: SME Interviews
  • Key Takeaways
• 3. Good Insights Start with a Question
  • Whats an Insight?
  • Its Too Easy to Start Research Without a Question
    • The Vagueness Trap: Lets Do a General Check!
    • The Output Trap: We Need Personas
    • The Method Trap: Should We Do a Survey?
  • Going from Hunch to Research Question
    • From Hunch to Problem
    • From Problem to Research Question
  • The Usage Perspective
    • Event Tracking
    • Segments and Cohorts
    • User Voices
  • The Business Perspective
    • Your Business Model
    • The Market
    • Operations
  • The Expertise Perspective
    • Heuristic Analysis
    • Existing Research
      • Existing internal research
      • Existing external research
  • Formulating the Question: Using the QFT
  • Try It Out: Are These Good Research Questions?
  • Rules in the Real World: How One Product Manager Deployed Data Science in Product Research
  • Key Takeaways
• 4. Plans Make Research Work
  • Picking a Research Method
    • Required Skills Versus Available Skills
    • Cost of the Method
    • Cost of Recruitment
    • Try It Out: Pick a Method
  • Finding Participants
    • The Easy-to-Reach Audience Trap
    • Considerate Selection: The Screening Process
    • Keeping Track of Participants
    • Finding an Emotional Incentive
    • Going Where Your Users Are
    • Seeking Different Perspectives
      • Current users
      • Potential users
      • Extreme users
  • The Dynamic Duo: Researcher and Notetaker
  • Preparing Guides for Your Sessions
    • Example Field Guide
    • Drafting Your Field Guide
      • Write down your research question.
      • Brainstorm interview questions.
      • Add notes.
      • Group your questions in themes.
    • Try It Out: Fixing a Field Guide
      • Mobile Loan Study
      • Answers
  • Creating a Communication Plan
  • What If You Cant Stick to Your Plan?
  • Rules in the Real World: How Can You Tell If People Feel Connected in a Video Call?
  • Key Takeaways
• 5. Interviews Are a Foundational Skill
  • Conversation Styles
    • Four Styles to Avoid, One to Foster
      • Style 1: Leisurely conversations
      • Style 2: Theatrical conversations
      • Style 3: Interrogative conversations
      • Style 4: Persuasive conversations
      • Style 5: Empathetic conversations
    • Patterns of Successful Interviews
  • What Is Interviewing?
  • The Day Of: Preparing for an Interview
  • During the Interview
  • Conducting Interviews Remotely
    • Tips for Video Interviews
    • Tips for Phone Interviews
  • Recording Conversations
    • Structured Note-Taking
      • Templates
      • Shorthand
    • Digital Tools
  • After Each Interview
    • Debriefing
    • Starting Analysis
  • Key Takeaways
• 6. Sometimes a Conversation Is Not Enough
  • Going Beyond Conversation
    • Collecting Material
    • Draw It for Me
    • Buy-a-Feature
  • Card Sorting
  • Field Immersion
  • Diary Studies
  • Usability Studies: This Is Not a Test
  • Rules in the Real World: Rocking the World by Going Beyond Interviews
  • Key Takeaways
• 7. The Team That Analyzes Together Thrives Together
  • Analyzing Data in Product Research
    • Analyze by Playing
      • Tagging (coding)
      • Affinity diagramming
      • Laddering
      • Reframing matrix
    • Analyze by Making
      • Personas
      • Empathy maps
      • Experience mapping
      • Sketches, storyboards, and prototypes
    • Analyze by Counting
      • Funnel analysis
      • Cohort analysis
      • Retention analysis
      • Win-loss analysis
      • The value of human interpretation
  • Rules in the Real World: Doing Collaborative Analysis, Even When You Have an External Agency
  • Key Takeaways
• 8. Insights Are Best Shared
  • Presentations: Forget the Long Report, Get Buy-In
  • Narrative Prototypes: Show and Tell
    • Navigation
    • Personalization
    • Distribution
  • Managing Feedback
    • Expressive Feedback
    • Directive Feedback
    • Inquisitive Feedback
  • Distributing Your Findings More Widely
  • Storing and Archiving Your Research Results
  • Driving Your Audience to Action
  • Key Takeaways
• 9. Good Research Habits Make Great Products
  • Build a Habit Cycle Around Research
  • Share Findings Liberally
  • Enable Others to Conduct Product Research
  • Research in Agile Software Development
  • Developing Research Muscles
  • Teams That Made Research a Habit
    • How a Centralized Team Can Take Responsibility for User Research
    • How Centralized Market Research, User Research, and Multivariate Teams Can Work Together
    • How Researchers Can Make Research a Habit
    • How to Make It Easy to Create Research Questions Across the Organization
    • How to Make an Impact as a Research Team of One
  • Whats Next?
• Index

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