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Anyone hiring Project Mangers or Scrum Masters?
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Anyone in Dallas? 24M
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Anyone hiring Project Mangers or Scrum Masters?
Anyone in Dallas? 24M
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Been there and have found you need to make your case. Start by assessing “what we know”, the pull in cultural signals, what good/bad looks like, competition, all the site analytics, etc. what we know is bucketed into culture, customer, category, brand. Once you draw your hypotheses from that, you can list out what you want to learn more about to prove your points. This walks them down the path of wanting customer feedback versus internal navel gazing. Hope this helps, and I feel you
Agree do an audit and gap analysis of what you don’t know. Worse case you can always do scrappy qual? Some phone interviews at least?
Yes, this is common. This wouldn’t happen to be a big brand, would it?
This is typical for smaller clients and even small agencies. Clients will always be looking to cut corners. It’s also possible they may have had a consumer research done recently for a different project and they feel they can use the same insights.
We’ve tried to go around this by doing a discovery meeting with the client and trying to discover their pain point. We would also do a competitor analysis and try to pull from that.
I’ve been here so this project kind of makes me cringe 😬, but I hope that it goes smoothly.
You can write brand strategy without consumer research. It can be hit/miss, but the hits are often bigger, as at least means you don’t end up writing from a generic consumer insight that all competitors have too. But not having validated consumer journeys for site dev is madness.
Wow. Not had that myself. Loads of clients haven’t done any user research but pretty quickly recognise they need it. This person hasn’t recently paid for a big piece of research you’re not being told about, I suppose?
Could be budget constraints. Consumer research is expensive and difficult to tie to sales/traffic/etc results in any concrete way. I’ve had clients who are reluctant to dedicate “non working dollars” to things like consumer insight. I’ve also worked for folks who don’t value it, but you have to keep fighting for it and outlining the benefits. If it’s something you believe in. It will be an uphill battle, but worth it in the end.
Maybe ask them questions that you might ask customers or propose getting insights from their front-line staff. Or maybe you can ask what they think it should be, then ask if they've checked to see if their customers care about that.
As a director, make it clear that you're acting as an advocate for the consumer. So if the value isn't clear then what's the point of burning through hundreds of thousands of dollars on something that might need to be changed in a few years? Go for long-term success by driving into what customers value and what they're trying to accomplish on their channels.
You can get scrappy and opportunistic with secondary tools for positioning and to a lesser extent a segmentation, but for site design you’re basically throwing darts based off best practices.
Yeah all the time - except the head of strategy promises them there will be research and then asks ME to pull a rabbit out of my ass with no resources and no time and basically asking me to google a bunch of stuff.
They dont even give you time to come up with a research plan?! Where the hell is this place? I need to call their parents to let them know what their kids are doing.
Do u have any site data? GA? Use some numbers to make some guesses
Ur not crazy. I start w consumer intel. Is redic not to
Learn from the category, competition, etc. and study cultural representations and cues.... consumers can tell us what they do but not why - so the most important part never was going to come from that type of research anyhow
@md2 yes i have seen that vid. Is pretty funny. Tho my dad thinks a cell phone is a rock...
Yup I have seen this before. If you cannot do primary research can you at least do some secondary?
Like page views. Time on site. Does corp do any heat mapping?