Customer Goal (Internal)
Gain insight on learner’s behavior, thinking, and pain points in order to shape the overall Product Roadmap (also addressing tactical questions or concerns along the way as necessary).
Lead researcher and program manager
An informal conversation with an SVP gave me an opportunity to propose we conduct learner interviews in addition to user studies. Not only was he on board, he also wanted the Product Managers to participate! I put together a plan for a monthly, rotating set of questions (3 would remain the same to track over time) and collaborated with a PM to align the monthly themes with the overall Product roadmap. I urged them to look ahead rather than always ask questions about a current initiative so we could start exploring ideas and concepts before they were even fully defined.
I created a shared space on Google Drive where interviews, videos, reports, and templates would live. I wrote email guides for recruiting, a presentation overview for interviewing, a script for each month, and suggestions on note-taking (as I’d be the one summarizing all the interviews!). I also walked through the materials and the process in a meeting, answering questions.
To source participants, I built a relationship with the Market Research team that maintained an ongoing New User survey (only the Market Research team was allowed to conduct large surveys at Rosetta Stone). Through that relationship, we established a monthly hand off of potential participants that I then processed, contacted, and scheduled people during the middle 2-weeks of each month with the help of the SVPs executive assistant – even after the SVP departed for another company. The first week was to write a new script, and the last week for reporting.
After each month (sometimes this stretched to two months rather than a monthly theme due to workload and priorities), I read through all of the interview notes and summaries, analyzed them for common and interesting findings, and wrote a report I then shared via Slack and in a meeting with stakeholders and other interested parties.
When I joined Rosetta Stone, the relationship between Marketing and Product was strained. However, by continuous sharing and discussions with the Market Research team, over time, I was able to build a bridge and elevate the trust level to the point where whatever had occurred in the past between the organizations faded, and we had a productive, collaborative working relationship between Product Research (me), and Market Research.