One of the most important steps in any new development effort is to identify the needs of the target audience. This can and should be done before any design or development takes place. As product managers and marketers you can imagine what the customer wants and needs but there is no substitute for getting input directly from actual users themselves.
We custom build every Needs Analysis from scratch to meet your specific requirements. A typical Needs Analysis includes 3 to 5 Focus Groups populated with your target audience. Participants can be recruited specifically to your customer persona. The activities during the focus groups vary widely but here are a few examples that have worked well:
- Expose the participants to features of competitors’ products, websites, or mobile apps and have them rate the features in order of importance
- Describe the product you envision building, have the participants list the things they like or dislike about the product, and then go into more detail about why they liked or disliked a particular feature
- Print out the steps in a process – for example an insurance application – and have participants arrange the steps in the order they would want to perform them followed by group discussion
- Provide participants with proposed content and then discuss the importance of this content along with the type of content they would expect/want to see
- Expose the group to the existing version of the product and then have them provide feedback
The deliverables from the Needs Analysis can include:
- A prioritized list of features and functions that your customers want – not a lot of things that development thought would be neat.
- A content map of a website or app that could be directly applied to its taxonomy
- Strengths and weaknesses of the competitors in the space as surfaced by the focus group participants
Now you can estimate the resource required for each feature and make concrete business decisions on what to build. The end product will be exactly what your customers need.
Contact us today to learn more about Needs Analysis Research.