Pragmatic Contextual Inquiry ( John Law)

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Pragmatic Voice-of-the-Customer Research Discovering Unmet Market Needs Through Simplified Contextual Inquiry by John Law Product Management View Webinar September 19, 2007

What is “Contextual Inquiry”? ,[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Purpose of contextual inquiry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Iceberg What customer says they want What they really need Software Product Management / Market Research / New Product Development

What you gain ,[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Traditional contextual inquiry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Pragmatic contextual inquiry ,[object Object],[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Methodology – 7 simple steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Planning – Think it through ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Recruiting participants ,[object Object],[object Object],[object Object],[object Object]

Screening candidates ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Sample screener survey Columbia University Dept. of Computer Science

Selection and scheduling ,[object Object],[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Sample email correspondence Software Product Management / Market Research / New Product Development

Observe and record ,[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

UserVue observation console Software Product Management / Market Research / New Product Development

Benefits to your product portfolio ,[object Object],[object Object],[object Object],[object Object],Software Product Management / Market Research / New Product Development

Summary ,[object Object],[object Object],[object Object],19-Sept-2007 Software Product Management / Market Research / New Product Development

Thank you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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