understand your customer in developing countries
TRANSCRIPT
![Page 1: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/1.jpg)
Legatum CenterSeminar and Workshop
Understand YOUR customer in
developing countries
October 30, 2015
Elaine Chen
![Page 2: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/2.jpg)
Today’s agenda
• What do we need to understand?
• How do we build this knowledge?
2
![Page 3: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/3.jpg)
Part 1:
What do we need to understand?
3
![Page 4: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/4.jpg)
4
![Page 5: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/5.jpg)
![Page 6: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/6.jpg)
6
![Page 7: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/7.jpg)
![Page 8: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/8.jpg)
What happened?
8
![Page 9: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/9.jpg)
Points to ponder
• What is the problem to be solved?
• What are some possible solutions?
• Who should have been involved in decision
making?
• What else should they have thought about?
• How could they have built knowledge about
all of the above?
9
![Page 10: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/10.jpg)
User personas
![Page 11: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/11.jpg)
Buyer personas
11
![Page 12: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/12.jpg)
1st step to understanding your customer:
Map the decision making unit
• Economic buyer
• Champions
• Influencers
• Veto powers
• End users
12
![Page 13: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/13.jpg)
In class exercise
• Based on what you know, map your Decision
Making Unit (DMU)
• Make a list of hypotheses to be validated in
the field
• Write a hypothetical customer profile for one
of the people in your DMU. You will be playing
this person in a simulation exercise in the
second half of the seminar.
13
![Page 14: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/14.jpg)
Sharing!
14
![Page 15: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/15.jpg)
Part 2:
How do we build this knowledge?
15
![Page 16: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/16.jpg)
You don’t know what you don’t know
16
![Page 17: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/17.jpg)
Detailed interviews
17
![Page 18: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/18.jpg)
Observation
![Page 19: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/19.jpg)
Immersion
![Page 20: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/20.jpg)
On personas and interviews
20
![Page 21: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/21.jpg)
Persona Example
2013 Revenue:$4.2BHeadcount:362,000BU Headcount:700Jim’s team300
Behaviors• Reports to the BU General Manager• Manages the software organization (all
aspects) and the associated budget• Technically the best guy on staff• Makes all key decisions on tools and
systems for developers in his business unit
Demographics• 48 years old• Ph.D. in Computer Science from MIT• Has been managing teams for 15 years.
Hands on. Still writes code every day.• Married with high school children• Drives a Toyota Prius• Carries a Samsung Note
Needs and goals• He wants his team to turn out the very
best code and is willing to pay a premium price for the best tools to support himself and his people
![Page 22: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/22.jpg)
7 steps to creating a great persona
1. Write a research plan
2. Sketch up a hypothetical persona
3. Develop a recruitment questionnaire
4. Develop a discussion guide
5. Recruit subject
6. Interview 20 research candidates
7. Digest results, create persona
22
![Page 23: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/23.jpg)
Interview technique cheat sheet
• Clarify research goals
• Establish rapport before you begin
• Ask short, open ended questions. – “Tell me about the last time…”, “Tell me the story
of…”
• Use active listening techniques– “I think you said XXX. Is that right? Can you say
more about that? “, “Tell me more about XXX”, “Why?” “Why not?”
• Let the subject lead the conversation
• Talk very little. Success = they talk 95% of the time.
23
![Page 24: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/24.jpg)
Simulation
24
![Page 25: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/25.jpg)
Sharing!
25
![Page 26: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/26.jpg)
PMR for Procter and Gamble
• Long (months)
• Expensive (Millions of dollars not uncommon)
• 20-30 long sessions per market segment
• Multiple segments
• Multiple cities / multiple countries
• Subjects are paid an incentive for their time
• Often involves external research firms
=> High quality insights at a high price
26
![Page 27: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/27.jpg)
PMR for student projects
• Better be fast! (days)
• Entirely free
• 20-30 short sessions per research project
• Start with 1 segment
• Remove coverage via video chat
• Subjects are unpaid
• DIY
=> Quick and dirty insights to cheaply iterate to the right problems and right solutions
27
![Page 28: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/28.jpg)
PMR for social enterprises
• Do as much prep work as possible remotely, via skype interviews, google search, reading up on reports, interviewing people who know people who know people…
• Then go there and live there for a while and practice ethnography for marketing.
=> You need to immerse yourself in the target community to really understand how things work and figure out what you don’t know.
28
![Page 29: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/29.jpg)
Summary
• Primary market research is a science and an art
• Primary market research is learnable
• Primary market research saves time & $ - do it!
• Plan your research before talking to anybody
• Talk to humans face to face if possible
•Get out of the building!
![Page 30: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/30.jpg)
Handouts
• “Talking to Humans” E-book
• PMR Primer
• Templates and samples– Research protocol template
– Sample discussion guide
– Sample recruitment questionnaire
– Sample photo release form
– Interview notes template
– Persona template
– Example persona project – “The Science of Clean” (15.S16, 2H 2012)
30
![Page 31: Understand your customer in developing countries](https://reader031.vdocuments.net/reader031/viewer/2022030215/588a51ff1a28abd3088b6fa3/html5/thumbnails/31.jpg)
End
Questions?
31