Product-Led Organisations Redefine Research

 

By ANDI MASTROSAVAS

Customer research, performed continuously in product-led organisations, is used to identify pain points, uncover problems worth solving, and validate assumptions.

Undertaken proactively, rather than as a result of an unforeseen consequence arising, mixed methods research has emerged as a dominant practice.

No longer esoteric, product-led organisations have been integrating quantitative and qualitative research methods for some time now, and the benefits of combining both types of data are increasingly understood.

Example - Subscription Video On Demand (SVOD)

During the R&D phase of a new SVOD service, quantitative data of video usage metrics and surveys were analysed to help define the target customer at launch. The analysis uncovered an underserved segment of voracious viewers; teenage Hispanic males.It showed they watched significantly more hours of video content per day than their female counterparts.

If the research had ended there, with purely quantitative data driving decisions,an expensive phase of content creation and acquisition would have centred around this demographic. However, combining this data with rounds of focus groups helped to explain why this disparity in viewership existed.

What emerged from the candid discussions were persistent, familial gender roles that meant teenage Hispanic females attended to more domestic duties, such as caring for younger siblings, cooking family meals, and tackling an uneven share of housework. They weren’t inherently less interested in watching videos, they just didn’t have as much time.

This qualitative understanding forced a re-examination of the quant data which found that teenage Hispanic females, despite their time constraints, were actually more highly engaged viewers. They were more likely to obsess over certain shows and stars, consider themselves fans, and watch an entire series over a random collection of user-generated videos online, as their male counterparts were primarily doing.

Had the service been ad-supported, targeting teenage Hispanic males would have made economic sense; the more time a viewer has to watch, the more ads they can be served. But SVOD has different audience dynamics. Retention is more important than watch time, and part of churn prevention is exclusive content that attracts highly engaged viewers. These findings redirected the content strategy towards a different target customer.

As barriers to entry for building software products continue to decrease, the need for continuous customer discovery increases.

What Is Mixed Methods Research?

The simplest definition of mixed methods is that quantitative data is used to describe what is happening and qualitative data describes why. But this simplification betrays the nuance of its benefits. The combination of data enables the translation of these findings into sophisticated solutions.

Quantitative data can be useful for testing objective theories and quantifying defined variables, such as behaviour. As such, it remains the main currency for analysing and optimising product features and use. Whereas qualitative data exposes subjective meanings, uncovers the underlying relationships between variables, and can strengthen or refute observed patterns.

But the benefits don’t end there. Utilising a single research method or type of data when seeking to influence change can be limiting. This holds true for research aimed at promoting policy reform or used to persuade key decision-makers in organisations. Mixed methods research allows the type of data most highly regarded by the intended audience to resonate more strongly, and enhances the validity of the findings to get buy-in for strategic decisions.

There are three main mixed methods approaches, outlined below. The SVOD example from earlier utilised a sequential explanatory approach, where the qualitative data helped to explain and build upon initial quantitative results.

Mixed methods research allows the type of data most highly regarded by the intended audience to resonate more strongly.

There are three main mixed methods approaches, outlined below. The SVOD example from earlier utilised a sequential explanatory approach, where the qualitative data helped to explain and build upon initial quantitative results.

Type

Characteristic

Purpose

Sequential Explanatory

Quantitative data analysis followed by the collection and analysis of qualitative data.

Qualitative data used to help explain the findings of a quantitative study.

Sequential Exploratory

Qualitative data followed by quantitative data collection and analysis.

To explore a phenomenon, develop and test a new instrument, or identify variables.

Convergent

Quantitative and qualitative data collection and analysis is concurrent and complementary.

To confirm, cross-validate, or corroborate findings, to overcome a weakness in using one method.

As barriers to entry for building software products continue to decrease, the need for continuous customer discovery increases. Mixed methods research provides flexibility, ensures all points of view are considered, and collects comprehensive data to tell a more holistic story.

In product-led organisations, where understanding and serving unmet needs creates more value than other approaches, mixed methods will continue to evolve and be deployed to persuade important product decisions and direct strategic vision.

My two favorite resources on the topic are:

Research Methods in Human-Computer Interaction by Jonathan Lazar, Jinjuan Heidi Feng, & Harry Hochheiser.

Research Design: Qualitative, Quantitative, and Mixed Methods Approaches by Creswell & Creswell.

https://brainmates.com.au/

Inside the Fascinate System

 

WHAT IS THE FASCINATE TEST?

• The world’s first methodology to scientifically measure your personal brand
• Rather than measuring how you see the world, this measures how the world sees you
• Rooted in branding (instead of psychology) with insider principles of the world’s most respected brands
• Based on research with over one million professionals
• Taught in prestigious academic institutions such as Stanford University, Duke University, NYU, and the UCLA School of Management

7 SEVEN ADVANTAGES

42 ARCHETYPES

Your Fascinate Archetype is how the world sees you at your best. It reflects the combination of your primary and secondary Advantages. When your communication is aligned with your Archetype, you are at your most confident and influential.

The Catalyst

Primary:

Passion

Secondary:

Innovation

Adjectives:

Social,Energizing,Out-of-the-Box

HOW THE WORLD SEES THE CATALYST

• You make a vibrant first impression and you’re valued for your enthusiastic approach and ability to generate ideas
• Buoyant and social, you embrace new situations and relationships with zeal
• You speak with flair and you use expressive gestures
• You know how to captivate an audience. You’re named “The Catalyst” because you add value by starting action

• The more opportunities you have to create change, the more others benefit from your Archetype's distinct value.
• With a primary Passion Advantage, you are most likely to contribute when emotionally involved.
• The Catalyst usually shine in the spotlight, so you frequently seek personality-oriented careers such as PR, marketing and customer service.

• You are a creative spirit. You often dislike repetitive, linear tasks. If forced to adhere to a rigid set of rules, you can become bored and distracted.
• With a secondary Innovation Advantage, you excel when allowed to imagine.
• You are an out-of-the-box thinker and you often ignore "the box" entirely.
• You should seek work that demands untraditional thinking.

• The more opportunities you have to create change, the more others benefit from your Archetype’s distinct value.
• With a primary Passion Advantage, you are most likely to contribute when emotionally involved.
• You feed off the energy in a room, and resist feeling shut off from the heart of the action.
• Catalysts usually shine in the spotlight, so you frequently seek personality-oriented careers such as PR, marketing, and customer service.

• You are a creative spirit. You often dislike repetitive, linear tasks. If forced to adhere to a rigid set of rules, you can become bored and distracted.
• With a secondary Innovation Advantage, you excel when allowed to imagine.
• You are an out-of-the-box thinker and you often ignore “the box” entirely.
• You should be free for work that demands untraditional thinking.

https://www.howtofascinate.com/