market research
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Four Lines and a Date
Read more: Four Lines and a DateEverything a research agency knows about what you are trying to decide comes from one page. They were not in the meeting where it came up. What has to go on that page, and what to do when the budget, the deadline and everyone who had to approve it are…
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You Don’t Know Your Customer
Read more: You Don’t Know Your CustomerMost customer research captures what people intend to do. Most purchase decisions are made by someone in a completely different state of mind. Preference is just one layer. To get closer to the real decision, the one made under pressure, in a hurry, with incomplete information, you need to peel…
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Good Enough to Move
Read more: Good Enough to MoveSome of the information you’re looking for doesn’t exist yet. Customers can describe their current frustrations accurately. They struggle to evaluate something they’ve never seen. The last stretch of market understanding is always on the other side of shipping something.
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Surveys Tell You Stories. The Field Tells You the Truth.
Read more: Surveys Tell You Stories. The Field Tells You the Truth.Surveys tell you stories. Fieldwork tells you the truth. Product managers need both, especially if they want to bridge the gap between what customers say and what they actually do.
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The Name We Tried to Kill (and Why It Won)
Read more: The Name We Tried to Kill (and Why It Won)A name won’t make or break a brand. But how you choose it says a lot about how you build things and who you’re building them for.