Archive for August, 2013

What job are people trying to do?

Wednesday, August 28th, 2013

Clay Christensen asks whether understanding our customers actually helps us innovate? Knowing about the characteristics of people may only help you get to a correlation between people and the things they buy. Whereas understanding the job they need to do gets you closer to the causation of why people buy something or not.

Understanding the job people need to do (e.g. furnish their home in a day, keep busy on a dull commute) helps companies understand which dimensions of their product/service they should be innovating on. It’s pointless spending time innovating on a dimension that makes no difference to whether people actually buy or not.

This understanding also helps you know what your competitive set really is (it might not just be made up of direct competitors with the same product as yours).

Clay illustrates this in characteristic dry fashion in the first 15 mins of this Boxworks keynote (whole thing worth a watch if you have time).

 

I think you should be more explicit here in step two

Wednesday, August 28th, 2013

Social features allow you to continue the conversation

Thursday, August 22nd, 2013

nativeye’s social features enable a new type of mobile research. Letting you delve deeper into what’s being said and allowing people to build on each other’s ideas.

Comments and likes also give participants a reason to come back – making research assignments more engaging.

 

nativeye app - social features

Left screen: Recent activity

Right screen: Post screen with likes and comment thread

 

The screen on the left shows the Recent activity screen for a research assignment – helping the project to feel alive and inviting. The second screen to the right shows a Post screen with likes and a comment thread below. The user experience is one that participants will be familiar with and therefore will be able to use intuitively.

As a researcher you will be able to comment on someone’s post – either to probe further or to get clarity. In group assignments, participants can like and comment on each other’s posts and the app will notify them, keeping them informed and engaged.

Find out more on our website >

In the next post we’ll look at social features in the researcher dashboard.