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What is the most important planning question for primary research?
The most important planning question for primary research is what will be asked, because this determines the type, quality, and relevance of the data that will be collected. The research question or hypothesis should be specific, narrow, and discoverable through primary research methods, and it should align with the research purpose and objectives. The research question or hypothesis guides the choice of the research medium, the sample size and selection, and the data analysis and interpretation.
A Product Manager in a business-to-business market wants to disrupt a competitor by changing the work processes of a complex industrial process. Which Design Thinking tool will help in redesigning the work processes?
Journey maps are a design thinking tool that help visualize the steps, interactions, and emotions of a user as they go through a process or a service. Journey maps can help redesign work processes by identifying the pain points, opportunities, and gaps in the current state, and by generating ideas for improving the user experience and value proposition in the future state. Journey maps can also help communicate the user needs and expectations to the stakeholders and align them on a common vision and goal.
Journey Maps - Scaled Agile Framework
Journey Mapping 101 | Nielsen Norman Group
The Product Owners (POs) on an ART held a brainstorming session to gather more detail on an upcoming Feature. They created many Stories but are still deciding which ones to do first because they seem necessary. Which technique would help organize the Stories and understand which are critical to implementing the Feature?
Story mapping is a technique that helps product owners and teams visualize and prioritize user stories based on the user journey and the value they deliver. Story mapping involves creating a two-dimensional map of stories, where the horizontal axis represents the main activities or steps of the user journey, and the vertical axis represents the priority or importance of the stories. The stories are arranged in a hierarchy, where the top row contains the most essential stories that form the backbone of the feature, and the lower rows contain the more detailed or optional stories that enhance the feature. Story mapping helps to organize stories and understand which are critical to implementing the feature, as it shows the big picture of the user goals and needs, the dependencies and relationships among stories, and the minimum viable product (MVP) scope.
A company that typically markets to small companies has a growth strategy to sell to larger organizations. The Product Manager is in charge of a new application and must recommend which of the following segments to address first.
Segment 1: Top 1,000 very large companies (over 25,000 employees); dominated by large Enterprise application vendors who sell the app as an add-on module but need to be better integrated into their other applications. Customer anecdotes indicate low satisfaction.
Segment 2: 5.8 million US-based small businesses (under 500 employees); tasks are often done in spreadsheets. Competitors are small privately-owned software companies offering desktop-based solutions. The company already has a good market share in this segment.
What should be the recommendation for the next 12 months?
Segment 1 is the better choice for the next 12 months, because it aligns with the company's growth strategy to sell to larger organizations, and it offers a higher potential value and lower competitive intensity than segment 2. Segment 1 consists of very large companies that have a need for the new application, but are dissatisfied with the current solutions offered by the large enterprise application vendors. This indicates a market opportunity for the company to provide a better integrated and more satisfying solution that can meet the needs and expectations of these customers. Segment 2, on the other hand, consists of small businesses that are already well-served by the company and its competitors, and may not have a strong demand or willingness to pay for the new application. Therefore, segment 2 offers a lower value and higher competitive intensity than segment 1.
What is the primary data used in market research?
Primary data is information collected through original research by the marketer or researcher themselves. Primary data is used to test hypotheses, which are tentative statements or assumptions about the relationship between variables or the outcome of an experiment. Testing hypotheses helps to validate or invalidate the assumptions and predictions made by the marketer or researcher, and to measure the effectiveness and impact of their product or service.
[Hypothesis Testing]: This article from the Scaled Agile Framework describes the concept and process of hypothesis testing, and how it helps to evaluate the value proposition and assumptions of a product or service using experiments and feedback.
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