📓 learn, measure build for startups

• learn - what is learning goal?
• measure - what data will help answer the question?
• build - what is minimum action to take to generate the data?

https://sci-hub.se/https://doi.org/10.1016/j.jbvi.2019.e00116

• choosing the appropriate approach to generate data
  • is question open-ended (generative) or closed-ended (evaluative) (yes/no)?
• questions and methods
  • generative + market
    • questions
      • Who is our customer?
      • What are their pains?
      • What job needs to be done?
      • Is our customer segment too broad?
      • How do we find them?
    • methods
      • customer discovery interviews
      • contextual inquiry / ethnography
      • data mining
      • focus groups
      • open-ended surveys
  • evaluative + market
    • questions
      • Are they really willing to pay?
      • How much will they pay?
      • How do we convince them to buy?
      • How much will it cost to sell?
      • Can we scale marketing?
    • methods
      • 5-second tests
      • conjoing analysis
      • market research
      • closed-ended surveys
      • smoke tests (landing page)
      • sales pitch
      • pre-sales
      • flyers
      • pocket test
      • event
      • fake door
  • generative + product
    • questions
      • How can we solve this problem?
      • What form should this take?
      • How important is the design?
      • What's the quickest solution?
      • What is the minimum feature set?
      • How should we prioritize?
    • methods
      • solution interview
      • contextual inquiry/ethnography
      • demo pitch
      • concierge test/consulting
      • competitor usability
      • picnic in the graveyard
  • evaluative + product
    • questions
      • Is this solution working?
      • Are people using it?
      • Which solution is better?
      • How should we optimize this?
      • What do people like/dislike?
      • Why do they do that w/ my product?
    • methods
      • paper prototypes
      • clickable prototypes
      • usability
      • hallway
      • live
      • remote
      • wizard of oz
      • takeaway
      • functioning products
      • analytics/dashboards
      • surveys (NPS)

• market questions
  • How are they doing this job today?
  • Does the customer segment already have a solution to this pain?
  • Is this customer segment really willing to pay for a better solution?
  • What is the cost to acquire a customer in this customer segment?
• product questions
  • How can we solve this problem?
  • How important is the design?
  • What is the minimum feature set?
  • Is this solution working?
  • How should we optimize the solution?
  • What do people like/dislike about the solution?