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: The
benefits of ethnographic researchWhy very small market segments are
useful (only 10 people for the Santa Fe research)Working with
internal and external culture differences