How to Turn User Research Into Insights
Contenido del curso
Juan Diego Rodríguez Rodríguez
Carolina Boquín
Profesor
Marcelo Damián Briones
Juan Carlos Ortiz Romero
Fabián Antonio Ibarra Medina
Daphne S. Leger
ProfesorFabián Antonio Ibarra Medina
JHØN AVALØZ
Daniel Jose Carrillo Herrera
Fabián Antonio Ibarra Medina
Ronald Lezama Camargo
Juan Pablo Jimenez
Felipe Bernardo González Barranco
Henry Benavides
Sari Monserrat Gutiérrez Ortiz
Daphne S. Leger
Profesor
Lee Andy
Martín Valverde
Gabriela Garcia
Ricardo Antonio Cuba Alván
Jorge Sarmiento Padilla
Oscar Cuenca Roca
MARIA TERESA PANIAGUA RIVERA
Moises Humberto Garcia Martinez
Daphne S. Leger
ProfesorHow to go from info to insights
What is your end goal with listening to your users?
Insigth: Is a new and deep understanding about the user that inspires action and unlocks a business opportunity
OBSERVATION + UNDERSTANDING = INSIGHT
Insights should not just be true
They must be
Besides the wonderful teacher, I am really enjoying the examples provided in the course. Thank you Daphne!
Eureka!!!! <- Arquimides' Insight moment
Cómo pasar de la información a la visión ¿Cuál es su objetivo final al escuchar a sus usuarios? Pase de la información a visión que nos ayuden a comprender mejor nuestro desafío de innovación. La visión: es un conocimiento nuevo y profundo sobre el usuario que inspira a la acción y abre una oportunidad comercial. OBSERVACIÓN + COMPRENSIÓN = VISIÓN Las percepciones no solo deben ser verdaderas
Deben ser: • Auténticas • Útiles • No evidentes • Reveladoras
Insight: Mexican patients feel tired and distrustful of waiting more than 30 minutes for their medical appointments as well as of receiving a 15-minute long consultation after waiting so.
Powerful insight! Another way to present it would be: Mexican patients feel tired and frustrated when their waiting time is often twice as long as the actual consultation time.
Right! Thank you for your feedback!
INSIGHT
A new an deep understanding about the user that inspires action and unlocks a business opportunity.
Observation + Understanding = INSIGHT
Notice something + Why is this important? = Actionable learning
Insights should be:
INSIGHT: Men feel tired of apps like Tinder because they depends so much of physical appearance to get a possible connection with a woman.
That's a very nice insight. I have pretty little experience using Tinder but I'm curious; what do you think Tinder is doing (directly or indirectly) to overvalue physical appearance over other people's aspects?
Algo que descubro de mi usuario es que no se imaginaron que una comercializadora pueda tomar como punto de trabajo el tema sostenible ambiental, valoran el hecho de hacerlo, valoran el tomar en cuenta sus opiniones y esperan seamos un ejemplo para otras empresas.
8.-How to go from info to insights
-- When you really listen to the user there's a point where you end up with a lot of information. After a while you'll start to find patterns and themes.
-- What is your end goal with listening to your user?
-- Insights should not just be true
They must be:
-- In order to later help you generate valuable ideas. Go to those things that are surprising, or revealing.
Insights should be
The most useful insight that I had 1 year ago when I discovered the potencial of little cities, and how to create a business idea if we could connect all city with local businesses. by the way even the people dont understood the problem or they wouldnt imagine that the have a problem. It was a hard challenge but we did it
Un insight que he tenido con mi reto es: Los entrenadores no tienen la capacidad educativa, estructural ni económica para enriquecer las prácticas deportivas con otras disciplinas.
súper interesante ese insight!
Existe una Super Market muy cerca de mi casa, y aunque el negocio no sea mio, el problema siempre es el mismo, las colas largas y aburridas. entonces como uno puede generar valor para el cliente?. Bueno si tan solo tendrian una forma de pagar directamente desde una app seria algo mas comodo y rapido para salir de este problema
What is your end goal with listening to the user?
Go from information to insights that help us better understand our innovation challenge. An insight is a new and deep understanding about the user that inspires action and unlocks a business opportunity.
Insights should not just be true, the must be authentic, useful, unobvious and revealing. It is normal that when you go to these process you would notice things that are obvious, those are not things that are going to transform into insights, take those things that are surprising, contradictory or revealing.
Really helpful examples! Thnks to Daphne
Los gerentes y/o administradores de las empresas, quisieran mejorar u optimizar el desempeño de sus procesos y de su rentabilidad, apoyados en herramientas tecnologicas que propicien toma de decisiones
From here i check which are the actions to ber implemented in my product to solve this:
Simplicity and ease of use: Design your product with an intuitive and user-friendly interface that requires minimal learning curve. SMEs value solutions that can be implemented and used without extensive training.
Customization and flexibility: Adapt your product to meet the specific needs of SMEs. Offer customization and configuration options so they can adjust the solution to their processes and unique requirements.
Modularity: Consider offering your product in scalable modules or packages, allowing SMEs to start with basic functionalities and add additional features as they grow or need them. This enables them to control costs and adopt the solution gradually.
Affordability and flexible pricing models: Provide flexible pricing options such as monthly or yearly subscriptions, allowing SMEs to adjust their investment based on their financial capabilities. Consider offering more economical versions or staggered payment plans to facilitate acquisition.
Support and customer service: Highlight responsive and efficient customer support. Provide robust support to help SMEs resolve issues or inquiries, offering tutorials, clear documentation, and technical assistance.
Demonstrations and free trials: Offer live demonstrations or free trial periods to allow SMEs to experience your product before making a purchase. This builds confidence and enables them to evaluate the usefulness and adaptability of the product to their specific needs.
Compatibility and integration: Ensure that your product is compatible with other commonly used solutions and systems in SMEs. The ability to integrate with existing tools and systems is crucial for facilitating adoption and seamless business processes.
Success stories and testimonials: Showcase success stories and testimonials from SMEs that have derived significant benefits from using your product. This builds trust and demonstrates the relevance and effectiveness of your solution in their business context.
How to implement all these points into my product. It is a matter of developing plus marketing plus custom service, all this in order to offer a "all in one solution"
El Insigth el disparador que mueve a la acción
Insight: Some of the people who went for a chiropractic adjustment had more mental problems (stress, anxiety) than physical problems. They wanted to go to a chiropractor because they wanted to feel a sense of relief.
amazing insight!
