2018 Leading the Product speaker Bronwyn Yam talks about "When is Customer Research Enough?" - Presented in Melbourne on 18 October 2018 and Sydney on 23 October 2018. For the blog post that goes with this presentation and more speaker talks go to: https://www.leadingtheproduct.com/behind-the-scenes/

1. Bronwyn Yam
Director of Product, Tyro

2. END OF CUSTOMER RESEARCH

3. BUILD IT AND THEY’LL COME

4. LET’S DO RESEARCH

5. BUILD IT AND THEY’LL COME LET’S DO RESEARCH

6. Research can be expensive!
• Companies continue to research challenges
already identified and understood.
• We don’t share across departments on
things we know.
• We don’t make research findings come to
live.
• We continue to research and we don’t
deliver products.
WHERE IS THE RETURN ON INVESTMENT?

7. SPENDING RETURN

8. PERSONASHow do we make these come to life?

9. CUSTOMER JOURNEYAre they used throughout the organisation?

10. DATA SCIENCE MODELLINGHow are you balancing the science with qualitative ?

14. CSAT / NPSHow does it all feed back?

15. Must you do research every time? Really?

19. Or this…

22. SO WE NEED TO DO RESEARCH AGAIN?

23. When will you get a product / service out to market?

24. Let’s look at the methods….
• Are you designing for a product
or service?
• Is what you’re designing a norm
or an innovation?
• What is your MVP?
• What’s better? Qualitative or
quantitative?
• Are you a start up or an
established business?

25. How will technology play a role in research?

26. What should you think about
the next time you want to say
“let’s do some research”?

27. What do you already know?
Hypothesize using prior
knowledge.
1)

28. Define your return/expected outcome.2)
If it’s fluffy, you’re not ready.

29. How quickly do you need to
get to market?
How will you get to market?
3)

30. It’s ok to take some risks,
the cost of risk may be less
than a full blown research
program.
4)