How to Generate Quick Insights to Improve or Test Product Concepts

Andrea Steffes-Tuttle
5 min read

It’s no secret that acting quickly is essential to succeeding in the tech industry.

While it can be tempting to immediately jump on a new product idea or improvement, it’s important to slow down the process and ensure you’re making what the market is actually demanding. To avoid a flop, there are straight-forward steps you can take. It doesn’t have to be an intimidating or complicated process.

Mostly, it means communicating with your audience effectively and often. Here’s how to create surveys that help.

Know Who You’re Talking To

To get started, you need to determine just who this product or improvement is for. While it’s not uncommon to have several types of buyers and users for one product, it’s important to ensure you’re not lumping together their wants, buying habits, and product uses.

These will likely be different and failing to recognize this can be a costly mistake. To keep this from happening, you must know the specific audiences your product is targeting.

Who Are They?

Research your existing clients with polls, surveys, and interviews to better understand them. You want to really explore who they are in their own organization and what that means for how they engage with your organization.

Ask yourself:

  • What is their role?
  • How do they use with your product?
  • How do they make decisions?

What Do They Care About?

As you explore your audience, determine their biggest challenges, worries, and frustrations at work. You’ll want to know what these difficulties are in relation to your product, but also explore the general struggles in their job to better understand where your product fits into their overall work experiences.

Ask your audience:

  • What do you dread about your role?
  • Where do you go for help online?

Look for the Trends

Qualitative data isn’t always clear-cut to analyze but from these interviews you can look for trends in your users. Use these tendencies to create personas. This will empower you to know which pain points your product is targeting.

(Your marketing team will also love you.)

Know What You’re Talking About

When you start to engage with your current or potential users, make sure you have your definition of the problem and the solution you’re offering. While this will likely change as a result of your research, without having a clear starting point of what you think your product is, it’s difficult to make intentional adjustments.

Tell All

Hold nothing back! When you’re preparing for these surveys, polls, and conversations, give as many details as possible about your product. Share the specifics about the smallest features with your audience.

Don’t worry that you’re sharing too much from behind the curtain. By openly communicating with your audience, you’ll find out if whistles and bells are actually what your users want or use.

Be Specific and Avoid Buzz Words

With your new or improved product, avoid using buzzwords to define your product. By engaging with your audience using precise and intentional words that fully describe your products, you’ll get the same from your audience.

The more specific your language is with your users, the more specific the feedback they’ll be able to share.

Don’t ‘Know’ Much Else

When you assume things, you make an A-S… you know where this is going. Don’t skip over basic questions or ask fewer people because you think you know the answers. You may be surprised by the small details that could lead to new discoveries.

Wash, Rinse, Repeat… and Repeat… and Repeat

Once you know who you are talking to and you determine specifically what you want to better understand about their using experience, it’s time to capture that feedback.

But this isn’t a one-time-thing. To get insights that can actually change your product for the better, you must revisit the conversations repeatedly, after you make adjustments to your product. Using processes like Agile Market Research empowers organizations with a fast, affordable approach to improving their products.

With the agile marketing research process, organizations continuously engage the users, listen to their feedback, react, and repeat. This is an ongoing loop based on sprint schedules, versus a set process. It allows for quick, intentional responses with more immediate results. This is a more dynamic approach, as you are able to tailor the process depending on the objective of the sprint.

Companies that used the agile market research have seen impressive results. 87% of adapters have said this has improved their productivity. 83% of those surveyed have said they’ve products to market faster. If you’d like to learn more, check out this webinar we held that focuses on agile market research.

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