280 Insider Newsletter
March 2006
- The 280 Insider
- Running Successful Beta Programs Part 5
- Product Manager's Toolkit 2.0 Now Available
- New PM Blog & Webinars
- New Product: Beta Program Toolkit
- Getting
the Most our of Focus Groups
The 280 Insider
This issue includes the last article in our series
on running beta programs. It also has some tips by Erica Baccus on how
to get the most out of focus groups.
Last month we launched the Beta Program Toolkit and the Cool Products and Hot Companies Blog. This month we are proud to also announce the availability of the 280 Group Product Manager's Toolkit version 2.0, including dozens of enhancements.
We are also participating in a new "Product
Management View" Blog and are doing two online Webinars in the
next few weeks.
Running Successful Beta Programs Part 5
In the first four parts of this series we covered
setting goals, recruiting participants, kicking off the program and keeping
the program running smoothly. In this final article we'll talk about how
to perform an exit survey, delivering a final report and also best practices
that will ensure that you can leverage the work you have done...
Read all five parts of this article in the Beta
Program White Paper (also included in the
Beta Program Toolkit).
Product Manager's Toolkit Version 2.0 Now Available!
We are excited to announce the Version 2.0 of the
280 Group Product Manager's Toolkit is now available! With updated MRD,
PRD and business plan templates and a range of other improvements it is
an invaluable tool for any Product Management or Product Marketing Professional.
We also offer complete training based on the methodology in the toolkit to help Product Managers learn best practices.
Registered users will be notified via email to receive
their complimentary upgrade.
Product Manager's Toolkit Version 2.0
New Product Management Blog & Webinars
There's a great new Blog called "The
Product Management View", sponsored by Ryma and the Software
Marketing Perspectives conference. They are also sponsoring a series of
Webinars - we'll be giving one on March
15th and March 29th. Take a look....
Beta
Program Toolkit
The Beta Program Toolkit is now available! It includes a narrated 37 slide
seminar/presentation on best practices and a white paper. Also
included are 17 templates to help you run an effective Beta program with
less effort:
Getting The Most Out of Focus Groups, Part
1
So much is written about focus groups and not much is favorable, constructive or even funny (as it is intended to be). I believe behind the criticism is simply a lack of understanding for how to get the most value from your focus groups. Perhaps, we can make the process a little simpler, less mysterious and more worthwhile.
A. First, let’s set expectations for what you can and should achieve. Focus groups are qualitative research. Results from focus groups cannot be predicted over “a universe.” Whenever a client asks me about sample size, I know I need to do a little client education. Focus group results are not dependent on numbers. So, if this is true, then why do you want to conduct focus groups? Because, we are able to understand issues people have, we are able to flush out key differences in thinking processes and we are able to learn why people behave and think as they do. All of this helps the client get inside the head and the heart of his customer. Focus group research brings the market place to life.
I typically explain that what is important in analyzing a focus group is to look at clusters of thinking. We are not looking for a winning idea or winning emotion or winning choice. We are seeking to understand, first, that a group of people think X and another group of people think Y and perhaps a third group thinks X+Y or maybe Z. We learn not only what they think and feel, but then we also learn why. It is this information that helps marketers know how to make better marketing decisions.
Insight #1: Choose qualitative research when you need to understand the behavior of your marketplace, what your market thinks and feels and why.
B. Who you choose to work with can make a significant difference in the experience you have. As proposals for the project are collected, often times the project is awarded based on cost or preference for a specific methodology. I think clients could use the proposal process to judge what it will be like to work with each of the potential research companies, because ultimately the relationship will make the difference.
Is the research company flexible, responsive to your needs, smart about your marketplace and experienced with your target audience? Costs can typically be agreed upon and methodologies can always be changed if desired.
More important than which methodology is recommended in the proposal is the rationale for choosing the specific methodology. The differentiation between research companies lies in their understanding of your objectives and their experience with your market. Their ability to craft a methodology and provide you with a sound rationale gives you some insight into their competence. You can get the information you need through more than one method – what matters again is why the research company recommends one way over another.
Insight #2: Choose a research company who you think will fit with your company’s style of working, who will be responsive to your needs and who has extensive experience researching your target or your market or, at least, is experienced in solving the kind of marketing problem you are tasked to resolve.
C. Once you have selected your research partner, your
job is to let them be a sponge. The first meeting, over the phone or in
–person, should inform your research company about the following:
1. Goals of the research
2. Who you think your target is
3. When must you have the research completed
4. Other logistical details ( locations, contacts, etc.)
5. What is the research going to be used for: advertising input, strategy
development, product enhancement, go or no go on a product, etc.
6. Existing hypotheses. Let the research company know what you already
believe. This is good information that can be confirmed or negated or
built upon in the research.
7. Product or company information relevant to project
8. Background that explains why the research is desired
Erica Baccus, president of Baccus
Research, founded Baccus Research in 1996, a full service qualitative
research company whose mission is to help clients get to the heart of
their marketing issues and discover the feelings of their customers. With
clients like IBM, Dell, Guess? And Tell Me Networks, Baccus Research is
equally adept at helping high-tech, consumer and consumer electronics
companies.
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