Читать книгу Validating Product Ideas - Tomer Sharon - Страница 22

The main activity you will perform during the analysis phase is classifying all of the answers to the question. Classification is no easy task, especially if you are on your own. If you work in a team, have everyone participate. To prepare for group classification, predetermine the categories by which you’ll classify the answers. Create this list with your team and invest a little time clarifying what goes under each category. For example, imagine your experience sampling question is “What frustrated you the last time you went grocery shopping?” Categories for answers for this question might be the following:

• Location, refers to where the frustration took place, and the options are: home, way to store, in car, at parking lot, at store, and way from store.

• Close people are the friends and family who might be involved in grocery shopping frustrations: spouse, parent, sibling, roommate, and child.

• People at the store might be other customers, cashier, deli personnel, produce personnel, dairy personnel, and other service people.

• Issue could be finding items, understanding costs, long lines, and shopping cart.

During analysis, you are disassembling each qualitative answer into components that you will later reassemble quantitatively. For example, in the previous example, you might be able to say the frequency at which people were frustrated during grocery shopping was the result of a long line created by other customers in the parking lot. You’ll then be more informed when you try to uncover user needs.