Setting a new standard for customer research at JATO Dynamics.
We're running a series of flagship customer research projects, helping JATO product teams to better understand their customer value proposition based on jobs-to-be-done, pains and expectations.
What we did
- Drafted a research plan to make sure before we looked for answers, we were asking the right questions
- Filled a new research repository with evidence from customer interviews, tagged and categorised by theme for future analysis
- Visualised our findings as personas, value proposition canvasses, customer journeys and prioritised jobs-to-be-done
- Presented our conclusions back to senior stakeholders, prompting thoughtful discussions between teams.
Our work demonstrated the value of research in a successful product strategy.
Systematic qualitative insights analysis
Turning multiple long-form interviews into recommendations can be difficult. Our process makes this straightforward and ensures the evidence behind each conclusion is clear and transparent.
All sources and evidence are recorded in a repository. So as more research is done, new data can be added, analysed and shared between teams.
We like to show our working and invite our clients to review the data and add their own insight to form new conclusions.
Step 01. Evidence
Step 02. Insights
Step 03. Findings
Step 04. Conclusions
Mapping the underserved customer needs using jobs-to-be-done framework
We like ‘Jobs-to-be-done’ (JTBD) framework because it gets us closer to what we call the ‘why behind the why’. Or rather, what’s the fundamental need the user is trying to satisfy rather than simply the task they are trying to accomplish.
The classic analogy is hammers. People don’t really want a hammer – they want a picture on the wall.
Competing Against Luck: The Story of Innovation and Customer Choice
These are then graphed according to their importance and the user’s satisfaction with the existing solution. This allows you to highlight the ‘underserved’ jobs – the opportunity to improve the user’s experience where it matters.
An agile research strategy, leveraging multiple different sources of data
We recommend a method called triangulation to combine evidence from multiple sources. This leads to better conclusions more quickly, but also de-risks the process by reducing reliance on any one source.
Our work with JATO was focussed on user interviews, but we recommended a balanced approach combining data from qualitative and quantitative research, along with existing organisational knowledge.
The chart below shows how we think about these different sources.
Quantitative data is best for providing scale, but quick gains can be achieved with simple desktop research methods. Qualitative research balances the two.