TEI 164: How qualitative research drives product management & the next generatio

Global Product Management Talk is pleased to bring you the next episode of...

The Everyday Innovator with host Chad McAllister, PhD.

The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers.

About the Episode:

One of my early product experiences began with user observations. I spent a week with customers, observing them in their environment, learning what they needed to accomplish and the obstacles they encountered. By the end of the week, I was walking in their shoes.  It was the start of what became a very successful product.

The use of qualitative research, such as observing customers, is a powerful resource for product managers.

It was used successfully by Hyundai to design the second-generation Santa Fe, a crossover SUV. The person who was responsible for consumer insights and product strategy for the Santa Fe at the time was Heather Kluter. She is an innovator and decision engineer working with large companies to help them think bigger.

In the discussion, you will learn:

1. The benefits of ethnographic research
2. Why very small market segments are useful (only 10 people for the Santa Fe research)
3. Working with internal and external culture differences