The Business Value of Exploratory Research

<p>People who lead businesses of any size — from startups to multinational corporations — must understand the true value customers receive from their products and services. This requires investigating human behavior, attitudes, rhythms and routines. This talk looks at how research helped shape three offerings and exceptional customer satisfaction — P&amp;G’s Swiffer, Superhuman’s email service, and UCB’s health innovations to improve patient experience.</p> <p>We’ll look at qualitative and quantitative research methods and tie them to three business takeaways: 1) Problems aren’t necessarily what they seem (definition); 2) Find a way to extract value (business model); and 3) Segment users to *know* you have product market fit (segmentation).</p> <p>Zach will present this talk, and we'll try to have some snacks, too!</p> <p>See you there!</p>