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)
Tabla de Contenidos:
  • 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?
  • 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
  • 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
  • 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
  • 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

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