The Power of Small Data to Answer Big Questions
Leverage The Power of Small Data
Jan 18, 2015
As business owners and execs, as product managers and sales people, we are surrounded by big data. Yet, we have big questions about our customers that we still don't have the answers to. We know a lot about what people are doing but not really the underlying reasons why. To get at that why you need to leverage the power of SMALL data.
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The Power of Small Data to Answer Big Questions
As a Business Owner,
As a Business Owner, Product Development Manager,
As a Business Owner, Product Development Manager, CEO,
As a Business Owner, Product Development Manager, CEO, Sales Super Star,
As a Business Owner, Product Development Manager, CEO, Sales Super Star, or VP Customer Experience…
You have some very
BIG Questionsabout your customers and their needs.
‣ How can I make my product stand out compared to the competition?
‣ How can I change the current market dynamic with something new and bold?
‣ What kind of improvements can I make that will really work for my customers?
‣ Why are people returning my product?
‣ How can I persuade people to change their behavior?
‣ What are people going to want in the future?
‣ How can I improve sales, even in a recession?
‣ What’s the best way to design this product (or interface?)
‣ How can I meet my customers ever-increasing needs without increasing my costs?
BIG Questions Like:
And you probably have tons of ‘Big’ Data:
‘Big’ Data like...
‣ Web site analytics
‣ Sales figures
‣ Sales forecasts
‣ Profit and loss statements
‣ Number of units sold
‣ Type of people buying
‣ When people buy
‣ How much they pay
‣ How much your competitors’ products/services cost
‣ Performance data about your product
‣ Info about your feature set compared to all of your competitors
‣ A comparison of last week’s, last month’s last years data to this week’s, this month’s, this year’s data
‣ Spreadsheets of reported issues and customer comments
‣ Results from A/B testing
‣ Survey results
‣ Demographic data
‣ Market analysis data
But while the ‘Big’ Data can tell you what, how much, and who, it does not tell you why.
‣ How many people visit your site...
✴ but not why they do
‣ Whether sales are up or down...
✴ but not why
‣ How many units sold last week and where...
✴ but not why people chose your product (or not)
‣ How much your competitors’ products/services cost...
✴ but not why that price point is working
‣ Performance data about your product...
✴ but not why people keep returning that same product that’s working exactly as its supposed to
Wouldn’t it be nice to know why?
To answer the big questions, the why questions, you need what we call Small Data
What is Small Data?
Small data is research about your customers, but with smaller sample sizes and deeper investigation
What is Small Data?
Small data is research about your customers, but with smaller sample sizes and deeper investigation
What is Small Data?
Small data is both qualitative and quantitative
What is Small Data?
Small data lets us zero in on clusters of insight that big data misses
What is Small Data?
Small data lets us zero in on clusters of insight that big data misses
How have we helped our clients answer their big questions with small data?
Consumer Behavior
Client question: What would make someone switch smartphones?1.
Methods Used:
■ field study (12 participants)
■ diary study + final interview
Things we looked for:
■ device ecosystem
■ social ecosystem + device intersections
■ set up pain-points
■ stated reason for choosing current device
Key findings
■ device ecosystem not all that relevant
■ social ecosystem is very significant
■ a failure to successfully transfer the social ecosystem at set up is not easily overcome over time
Value for client
■ identified competitive opportunities
■ highlighted how the experience changes when the device is now in the carrier’s environment
■ mapped importance of device and social ecosystems
Project Details
Turnaround time: ~ 12 weeks+
What’s your consumer behavior question?
SampleEthnography, diary and lab study
Churn Reduction
Client question: Why are product returns for this product so high?2.
Methods Used:
■ in-store intercept for recruiting
■ field study (12 participants)
Things we looked for:
■ digital ecosystem
■ set up pain-points
■ stated reason for buying this device
Key findings
■ often a disconnect between stated needs and device capabilities
■ while set up was fairly easy, instructions from OEM made it more difficult
■ access to help was next to impossible
Value for client
■ pin pointed several issues that would not have been apparent in usability testing
■ more than just tactical findings, we identified several strategic findings
■ the findings were used to manage the product and the program and the client found
■ value from them for over a year.
Project Details
Turnaround time: ~ 6 weeks+
What’s your churn reduction question?
SampleEthnography
Performance Comparison
Client question: How does this device compare to others?3.
Methods Used:
■ in-lab comparative testing (40 participants)
Things we looked for:
■ comparing task performance
■ user preference and why
Key findings
■ whether certain key features were likely to attract buyers
■ the relative impact of usability on the perceived value of the key features
■ assess both preference for particular devices, why and the size of the gap
Value for client
■ accurate predictor of market performance
■ highlight key development areas - where to focus product development effort
■ the findings were used to manage the product development into the next few cycles
Project Details
Turnaround time: ~ 8 weeks+
What’s your comparison question?
SampleUsability, Comparative study
Product Development
Client question: What is the best way to develop this product?4.
Methods Used:
■ in-lab comparative testing (24 participants)
Things we looked for:
■ comparing task performance
■ user preference and why
■ the impact of platform on perception of perceived usefulness
Key findings
■ platform had a huge influence on expected functionality
■ time on task less relevant than ease of use and perceived usefulness
■ shifting platforms to complete tasks has a significant negative impact on perceived usefulness
Value for client
■ identified product development opportunities
■ prioritized feature value by platform
■ identified usability issues
Project Details
Turnaround time: ~ 10 weeks+
What’s your product development question?
Usability, Comparative studySample
Social Innovation
Client question: Will our product movethe needle on a big social problem?5.
Methods Used:
■ field study/ethnography (18 participants)
Things we looked for:
■ family/physical activity dynamic
■ social ecosystem + device intersections
■ activity related pain-points
■ stated reason for choosing to be active (or not)
Key findings
■ the proposed delivery method was not going to be as effective as hoped
■ the significant pain point being experienced by the target market is not what was originally expected
■ a life-long social impact will have to be considered in stages
Value for client
■ identified social innovation opportunities
■ illustrated an avenue for impact through solving target market pain point
■ fleshed out demographic data with real customer stories
Project Details
Turnaround time: ~ 12 weeks+
What’s your social innovation question?
SampleEthnography
How can we help you…
answer your big questions?
Who we areAnalytic Design Group Inc (ADGi) is a visionary user experience strategy and design firm that specializes in using in-depth primary research to drive strategy, product development and user experience decisions.
At Analytic Design Group inc. (ADGi) every element of our designs
have a purpose, our work activates the entire user experience in
support of your business strategy. We can do this because we know
why your customers do what they do. This is the fuel to our in-depth
analysis, the analytic part of Analytic Design, and the driver behind
what helps us craft user experiences that ensure that every touch
point of your digital product both supports, delights, and enables
people as well as meets your business goals.
Some of our clients include:Capital Group, University of British Columbia, AT&T, Sony
Founded in 2005 on the principle that evidence-based design will always be more powerful than design driven by best practices, we have grown from a single practitioner to a vibrant, collaborative team.
ADGi’s Vancouver offices are at the beautifully restored Flack Block
Our ServicesKey service areas include: user research, user experience strategy development, interaction design, communication design, and usability testing. Lately some of our work has also included service design considerations as well. Our projects can include the full sweep of user experience services (i.e. user research through strategy and design) or just one element. Our aim is to always fit the work required to the need, and we’ll work with you to ensure you are getting the best value from our efforts.
/ Usability Testing / / Communication Design / / Interaction Design / / User Experience Strategy Development // User Research /
Service Packages:
• Make it Usable
• Increase Your Impact
• Discover Your Competitive Advantage
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