Two thoughts/questions - 1) How do you ask about difficulty (How difficult is it for you to [outcome]?), 2) How have you been able to influence a business to consider researching the broader market when they are not open to it? Do you have times where you have supplemented research (like the paint example) with a secondary survey that opens it up to the broader job), and 3) Yes to the Austin Powers theme and wow, how this adaptive environment stuff ties to AR or VR, someday (also does the same job differently). I read an interesting summary of markets by Jessica Lessin of the Information last week that reminds me of this as well (about how the Tech Industry is wrongly put into market categories, making competitors out of non-competitors because of traditional market lenses, like advertising). Thanks for the great read!
#2 would require a book and this is something that I still need to work on. We are asking people to accept a way of thinking that conflicts with their career programming.
As for #1, I do it (in a survey) the same way I did with the "satisfaction question." With a single statement (desired outcome, customer success metric, or whatever you want to call it) you ask a) How important is it for you to be able to <statement> and b) (given your current solution/method) How difficult is it for you to <statement>. Where I used to ask (given your current solution/method) How satisfied are you with your ability to...
Two thoughts/questions - 1) How do you ask about difficulty (How difficult is it for you to [outcome]?), 2) How have you been able to influence a business to consider researching the broader market when they are not open to it? Do you have times where you have supplemented research (like the paint example) with a secondary survey that opens it up to the broader job), and 3) Yes to the Austin Powers theme and wow, how this adaptive environment stuff ties to AR or VR, someday (also does the same job differently). I read an interesting summary of markets by Jessica Lessin of the Information last week that reminds me of this as well (about how the Tech Industry is wrongly put into market categories, making competitors out of non-competitors because of traditional market lenses, like advertising). Thanks for the great read!
#2 would require a book and this is something that I still need to work on. We are asking people to accept a way of thinking that conflicts with their career programming.
As for #1, I do it (in a survey) the same way I did with the "satisfaction question." With a single statement (desired outcome, customer success metric, or whatever you want to call it) you ask a) How important is it for you to be able to <statement> and b) (given your current solution/method) How difficult is it for you to <statement>. Where I used to ask (given your current solution/method) How satisfied are you with your ability to...