Module 2 of 8

Research

Interviews, surveys, recordings and reviews: the tools that tell you what people think, in their own words.

Lessons

Research planning
Plan research around decisions you need to make
Coming in a monthly release
User interviews
Run interviews that surface real motivations and objections
Coming in a monthly release
On-site surveys
Write unbiased survey questions and analyse answers
Coming in a monthly release
Usability testing
Run a small usability test and log friction
Coming in a monthly release
Heatmaps and recordings
Use behaviour analytics without over-reading them
Coming in a monthly release
Reviews and support insights
Mine reviews and tickets for objections
Coming in a monthly release
Jobs to be done and customer language
Frame motivation as jobs and capture customer words
Coming in a monthly release
Synthesize an opportunity map
Turn research notes into ranked opportunities
Coming in a monthly release