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The Plain English Guide To Customer Research

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ORM London is a customer experience agency that helps businesses improve their digital customer experiences through research, strategy, design and build services. The document provides an introduction to customer research, explaining that research involves studying real people to understand who they are, what they need and how they use products. It discusses why research is important by debunking common myths, explaining when different research methods should be used, and giving tips on how to get started with customer research.

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ORM London We provide services that help businesses improve the digital experiences of their customers The plain English guide to CUSTOMER R E S E A R C H An introduction Harmesh Chauhan ORM. Elm Head of User Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone Experience 9540 / www.ormlondon.com +44 (0) 20 7939 at ORM London
The what, why and how of customer research 1  WHAT is research? 2  WHY research? 3  WHEN to do WHAT 4  HOW do I start? 5  Things to remember 6  Want to learn more? 2
What is research? 3
Definition of (User) Research Industry definition: “Comprises of methods for gaining insight into user needs and behaviours from real end users” Plain English definition: Studying real people to understand who they are, what they need and how they use something 4
1. What is research? It’s about building empathy To humanise our customers as people not ‘users’ 5
1. What is research? It’s about understanding the WHO WHAT WHEN WHERE WHY ? of customers (Not just the ‘How’) 6
Why research? 7
2. Why research? Research helps us… Uncover, understand and design for real customer needs 8
2. Why research? Research can… Show us what the problem is Tell us why it’s a problem Guide us on how to fix it 9
Debunking myths 10
2. Why research? Some common myths… 1  We are the Users 2  We already know what the Users want 3  We can’t afford it 4  There is no ROI 5  We don’t have the time 11
2. Why research? Myth #1: We are the Users 12
2. Why research? Myth #1: We are the Users The reality: YOU ARE NOT YOUR CUSTOMER 13
2. Why research? Myth #2: We already know what the customers want 14
2. Why research? Myth #2: We already know what the customers want Without research your understanding of your customers is based on assumptions alone The reality: 15
2. Why research? Myth #3: We can’t afford it 16
2. Why research? Myth #3: We can’t afford it The reality: Can you afford not to? Source: R.S. Pressman – ‘Software engineering, a practitioners approach’ McGraw-Hill 17
2. Why research? Myth #4: There is no ROI 18
2. Why research? Myth #4: There is no ROI The reality: 1 in 3 digital projects fail to meet customer expectation Source: http://www.galorath.com/wp/software-project-failure-costs-billions-better-estimation-planning-can-help.php 19
2. Why research? Myth #4: There is no ROI The reality: Investing in research helps mitigate risk of project failure and increase probability of success and ROI 20
2. Why research? Myth #5: We don’t have the time 21
2. Why research? Myth #5: We don’t have the time The reality: Fitting in even a small amount of research could save you weeks of time in the long run 22
When to do what 23
3. When to do what? Where does research fit in? 1. STRATEGY 2. DESIGN 3. BUILD 4. LAUNCH 24
3. When to do what? Research should happen at the start and continuously inform decision making* 1. STRATEGY 2. DESIGN 3. BUILD 4. LAUNCH CONTINUOS RESEARCH *In an ideal world 25
3. When to do what? Before you start designing is ok too… 1. STRATEGY RESEARCH 2. DESIGN 3. BUILD 4. LAUNCH RESEARCH 26
3. When to do what? You MUST do before you launch 1. STRATEGY 2. DESIGN 3. BUILD 4. LAUNCH RESEARCH 27
3. When to do what? WHAT is the right research method? 28
3. When to do what? Co-design A/B testing Analytics Interviews Usability testing Surveys Diary studies Card sorting Contextual inquiry Focus Groups Eye tracking RESEARCH DATA Lots of research methods 29
3. When to do what? REMEMBER: Analytics alone is not enough 30
3. When to do what? Quantitative Vs. Qualitative data A/B testing Analytics Quantitative Eye tracking Surveys Card sorting Contextual inquiry Usability testing Diary studies Focus Groups Interviews Qualitative 31
3. When to do what? Where research methods could fit in BEFORE THE PROJECT •  Interviews •  Focus groups •  Diary studies DURING DESIGN •  Card sorting •  Co-design •  Usability testing DURING BUILD •  Usability testing WHEN LIVE •  •  •  •  •  Surveys Analytics A/B testing Eye tracking Usability testing RESEARCH 32
How do I start? 33
4. How do I start ? Identify what are you trying to understand? 1.  What are the problems that you are trying to solve? 2.  What do you already know? 3.  What are the knowledge gaps that you need to fill? 4.  What might be the best way to fill in those gaps? 5.  Bring in an expert to help or go DIY
4. How do I start ? Not much time or money? 35
4. How do I start ? Go Guerilla! A quick and low cost research approach 36
4. How do I start ? Guerilla Vs. formal approach Guerilla approach: Formal approach: •  User research on the cheap •  Much greater depth of results •  No formal laboratory •  Greater statistical validity •  No lengthy setup •  Less overall risk to project success •  Still involves real people •  Can be costly •  Less depth of results •  Can take time •  Less statistical validity 37
4. How do I start ? Guerilla approach You can test with 5 users 1.  Devise a plan 2.  Recruit people via Social Media 3.  Find people at coffee shops or in their natural habitat 4.  Listen and observe 5.  Record the session 6.  Analyse your findings
Things to remember 39
5. Things to remember Things to remember 1.  Start small - some research is better than none 2.  Without research we have only assumptions 3.  Clearly define what you are trying to understand 4.  Remember the 5 W’s of customer understanding (who, what, when, where, why) 5.  Find opportunities for research and encourage others to do so 6.  Understanding customers is YOUR responsibility not someone else’s 40
Want to learn more? 41
6. Want to learn more? Get in touch Harmesh Chauhan Head of User Experience at ORM London Email: harmesh.chauhan@ormlondon.com Linkedin: http://www.linkedin.com/in/harmesh Twitter: @ormlondon @designshapes 42
6. Want to learn more? Some reading to help you get started Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems Steve Krug The Design of Everyday Things Don Norman Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests Jeffrey Rubin Undercover User Experience Design Cennydd Bowles 43
Who we are 44
Who we are We are ORM We provide services that help businesses improve the digital experiences of their customers Research Strategy Design ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone +44 (0) 20 7939 9540 / www.ormlondon.com Build
Our clients For over a decade we have helped our clients use digital to transform the way they do business 46
Thank you ORM London web: www.ormlondon.com email: hello@ormlondon.com We provide services that help businesses improve the digital experiences of their customers ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone +44 (0) 20 7939 9540 / www.ormlondon.com

More Related Content

The Plain English Guide To Customer Research

  • 1. ORM London We provide services that help businesses improve the digital experiences of their customers The plain English guide to CUSTOMER R E S E A R C H An introduction Harmesh Chauhan ORM. Elm Head of User Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone Experience 9540 / www.ormlondon.com +44 (0) 20 7939 at ORM London
  • 2. The what, why and how of customer research 1  WHAT is research? 2  WHY research? 3  WHEN to do WHAT 4  HOW do I start? 5  Things to remember 6  Want to learn more? 2
  • 4. Definition of (User) Research Industry definition: “Comprises of methods for gaining insight into user needs and behaviours from real end users” Plain English definition: Studying real people to understand who they are, what they need and how they use something 4
  • 5. 1. What is research? It’s about building empathy To humanise our customers as people not ‘users’ 5
  • 6. 1. What is research? It’s about understanding the WHO WHAT WHEN WHERE WHY ? of customers (Not just the ‘How’) 6
  • 8. 2. Why research? Research helps us… Uncover, understand and design for real customer needs 8
  • 9. 2. Why research? Research can… Show us what the problem is Tell us why it’s a problem Guide us on how to fix it 9
  • 11. 2. Why research? Some common myths… 1  We are the Users 2  We already know what the Users want 3  We can’t afford it 4  There is no ROI 5  We don’t have the time 11
  • 12. 2. Why research? Myth #1: We are the Users 12
  • 13. 2. Why research? Myth #1: We are the Users The reality: YOU ARE NOT YOUR CUSTOMER 13
  • 14. 2. Why research? Myth #2: We already know what the customers want 14
  • 15. 2. Why research? Myth #2: We already know what the customers want Without research your understanding of your customers is based on assumptions alone The reality: 15
  • 16. 2. Why research? Myth #3: We can’t afford it 16
  • 17. 2. Why research? Myth #3: We can’t afford it The reality: Can you afford not to? Source: R.S. Pressman – ‘Software engineering, a practitioners approach’ McGraw-Hill 17
  • 18. 2. Why research? Myth #4: There is no ROI 18
  • 19. 2. Why research? Myth #4: There is no ROI The reality: 1 in 3 digital projects fail to meet customer expectation Source: http://www.galorath.com/wp/software-project-failure-costs-billions-better-estimation-planning-can-help.php 19
  • 20. 2. Why research? Myth #4: There is no ROI The reality: Investing in research helps mitigate risk of project failure and increase probability of success and ROI 20
  • 21. 2. Why research? Myth #5: We don’t have the time 21
  • 22. 2. Why research? Myth #5: We don’t have the time The reality: Fitting in even a small amount of research could save you weeks of time in the long run 22
  • 23. When to do what 23
  • 24. 3. When to do what? Where does research fit in? 1. STRATEGY 2. DESIGN 3. BUILD 4. LAUNCH 24
  • 25. 3. When to do what? Research should happen at the start and continuously inform decision making* 1. STRATEGY 2. DESIGN 3. BUILD 4. LAUNCH CONTINUOS RESEARCH *In an ideal world 25
  • 26. 3. When to do what? Before you start designing is ok too… 1. STRATEGY RESEARCH 2. DESIGN 3. BUILD 4. LAUNCH RESEARCH 26
  • 27. 3. When to do what? You MUST do before you launch 1. STRATEGY 2. DESIGN 3. BUILD 4. LAUNCH RESEARCH 27
  • 28. 3. When to do what? WHAT is the right research method? 28
  • 29. 3. When to do what? Co-design A/B testing Analytics Interviews Usability testing Surveys Diary studies Card sorting Contextual inquiry Focus Groups Eye tracking RESEARCH DATA Lots of research methods 29
  • 30. 3. When to do what? REMEMBER: Analytics alone is not enough 30
  • 31. 3. When to do what? Quantitative Vs. Qualitative data A/B testing Analytics Quantitative Eye tracking Surveys Card sorting Contextual inquiry Usability testing Diary studies Focus Groups Interviews Qualitative 31
  • 32. 3. When to do what? Where research methods could fit in BEFORE THE PROJECT •  Interviews •  Focus groups •  Diary studies DURING DESIGN •  Card sorting •  Co-design •  Usability testing DURING BUILD •  Usability testing WHEN LIVE •  •  •  •  •  Surveys Analytics A/B testing Eye tracking Usability testing RESEARCH 32
  • 33. How do I start? 33
  • 34. 4. How do I start ? Identify what are you trying to understand? 1.  What are the problems that you are trying to solve? 2.  What do you already know? 3.  What are the knowledge gaps that you need to fill? 4.  What might be the best way to fill in those gaps? 5.  Bring in an expert to help or go DIY
  • 35. 4. How do I start ? Not much time or money? 35
  • 36. 4. How do I start ? Go Guerilla! A quick and low cost research approach 36
  • 37. 4. How do I start ? Guerilla Vs. formal approach Guerilla approach: Formal approach: •  User research on the cheap •  Much greater depth of results •  No formal laboratory •  Greater statistical validity •  No lengthy setup •  Less overall risk to project success •  Still involves real people •  Can be costly •  Less depth of results •  Can take time •  Less statistical validity 37
  • 38. 4. How do I start ? Guerilla approach You can test with 5 users 1.  Devise a plan 2.  Recruit people via Social Media 3.  Find people at coffee shops or in their natural habitat 4.  Listen and observe 5.  Record the session 6.  Analyse your findings
  • 40. 5. Things to remember Things to remember 1.  Start small - some research is better than none 2.  Without research we have only assumptions 3.  Clearly define what you are trying to understand 4.  Remember the 5 W’s of customer understanding (who, what, when, where, why) 5.  Find opportunities for research and encourage others to do so 6.  Understanding customers is YOUR responsibility not someone else’s 40
  • 41. Want to learn more? 41
  • 42. 6. Want to learn more? Get in touch Harmesh Chauhan Head of User Experience at ORM London Email: harmesh.chauhan@ormlondon.com Linkedin: http://www.linkedin.com/in/harmesh Twitter: @ormlondon @designshapes 42
  • 43. 6. Want to learn more? Some reading to help you get started Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems Steve Krug The Design of Everyday Things Don Norman Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests Jeffrey Rubin Undercover User Experience Design Cennydd Bowles 43
  • 45. Who we are We are ORM We provide services that help businesses improve the digital experiences of their customers Research Strategy Design ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone +44 (0) 20 7939 9540 / www.ormlondon.com Build
  • 46. Our clients For over a decade we have helped our clients use digital to transform the way they do business 46
  • 47. Thank you ORM London web: www.ormlondon.com email: hello@ormlondon.com We provide services that help businesses improve the digital experiences of their customers ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone +44 (0) 20 7939 9540 / www.ormlondon.com