Product Research Rules /

Digital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, C. Todd Lombardo and Aras Bilgen demonstrate how your entire team can conduct effective product research w...

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Detalles Bibliográficos
Autores principales: Lombardo, C. (Autor), Bilgen, Aras (Autor)
Autor Corporativo: Safari, an O'Reilly Media Company
Formato: Electrónico eBook
Idioma:Inglés
Publicado: O'Reilly Media, Inc., 2020.
Edición:1st edition.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)

MARC

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520 |a Digital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, C. Todd Lombardo and Aras Bilgen demonstrate how your entire team can conduct effective product research within a couple of weeks-easily, cheaply, and without compromising quality. Drawing from decades of experience in product development, the authors lay out nine simple rules that combine user research, market research, and product analytics to quickly discover insights and build products customers truly need. Recognize and avoid common research pitfalls Switch to the insight-making mindset that underlies all successful research efforts Find out how to look at data, formulate the right questions, and pick the right research method Learn interview techniques and research skills Analyze for insights collaboratively while avoiding bias Inspire action with your insights through powerful presentations and prototypes Learn how to involve a wide variety of stakeholders in research, from developers to executives Discover how you can make research a habit, not a one-off effort. 
542 |f Copyright © O'Reilly Media, Inc. 
550 |a Made available through: Safari, an O'Reilly Media Company. 
588 |a Online resource; Title from title page (viewed December 25, 2020) 
505 0 |a Intro -- Table of Contents -- Foreword -- Introduction -- Excuses for Not Doing Research -- When Do You Do Product Research? -- Building on Different Research Disciplines -- A Set of Rules for Product Research -- Acknowledgments -- Rule 1: Prepare to Be Wrong -- Ego Is the Enemy of Product Research -- Different Mindsets in Research -- Steps for Good Insights -- Summing Up -- Rules in the Real World: Founders of Zeplin Were Very Wrong -- Key Takeaways -- Rule 2. Everyone is Biased, Including You -- What Are Biases? -- Assumptions: What Do You Think You Know? 
505 8 |a Rules in the Real World: SME Interviews -- Key Takeaways -- Rule 3. Good Insights Start with a Question -- What's an Insight? -- It's Too Easy to Start Research Without a Question -- Going from Hunch to Research Question -- The Usage Perspective -- The Business Perspective -- The Expertise Perspective -- 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 -- Rule 4. Plans Make Research Work -- Picking a Research Method -- Finding Participants 
505 8 |a The Dynamic Duo: Researcher and Notetaker -- Preparing Guides for Your Sessions -- Creating a Communication Plan -- What If You Can't Stick to Your Plan? -- Rules in the Real World: How Can You Tell If People Feel Connected in a Video Call? -- Key Takeaways -- Rule 5. Interviews are a Foundational Skill -- Conversation Styles -- What Is Interviewing? -- The Day Of: Preparing for an Interview -- During the Interview -- Conducting Interviews Remotely -- Recording Conversations -- After Each Interview -- Key Takeaways -- Rule 6. Sometimes a Conversation is Not Enough -- Going Beyond Conversation 
505 8 |a 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 -- Rule 7. The Team that Analyzes Together Thrives Together -- Analyzing Data in Product Research -- Rules in the Real World: Doing Collaborative Analysis, Even When You Have an External Agency -- Key Takeaways -- Rule 8. Insights Are Best Shared -- Presentations: Forget the Long Report, Get Buy-In -- Narrative Prototypes: Show and Tell -- Managing Feedback -- Distributing Your Findings More Widely 
505 8 |a Storing and Archiving Your Research Results -- Driving Your Audience to Action -- Key Takeaways -- Rule 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 -- What's Next? -- Index 
590 |a O'Reilly  |b O'Reilly Online Learning: Academic/Public Library Edition 
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