Comments on: Ethnography or Just Good Requirements Gathering http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/ Exploring the Depths of Product Management Sat, 17 May 2008 00:56:13 +0000 http://wordpress.org/?v=2.3.3 By: What to Read and When » The Productologist http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-192 What to Read and When » The Productologist Sat, 26 Jan 2008 19:02:31 +0000 http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-192 [...] Customer/Prospect Calls [...] […] Customer/Prospect Calls […]

]]> By: Ivan Chalif http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-46 Ivan Chalif Fri, 07 Sep 2007 03:01:57 +0000 http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-46 @Jeff: Another article in BusinessWeek this week (albeit in their Inside Innovation insert) about Nokia and their use of ethnographic research to identify trends and requirements for localized markets. Not necessarily a bad thing, but there have to be examples of companies incorporating ethnographic techniques within an existing market or product offering. Why does this only seem to be utilized in emerging markets? These same principles can be applied to standard product development. @Jeff: Another article in BusinessWeek this week (albeit in their Inside Innovation insert) about Nokia and their use of ethnographic research to identify trends and requirements for localized markets. Not necessarily a bad thing, but there have to be examples of companies incorporating ethnographic techniques within an existing market or product offering. Why does this only seem to be utilized in emerging markets? These same principles can be applied to standard product development.

]]> By: Ivan Chalif http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-35 Ivan Chalif Thu, 16 Aug 2007 03:28:13 +0000 http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-35 <p>@Jeff: As PM's, it is so easy to fall into the role of being just the product champion and always spouting off about new features and capabilities. PM's have to learn to shut up sometimes and listen to what customers, prospects and co-workers have to say. Part of that listening is to watch users, but it's more than just watching them use the product to see what buttons they click or where workflow breaks down...watch the user. Are they smiling or are the gritting their teeth? How does their demeanor change before, during and after using the product? These are also key into understanding how to improve your product.</p> @Jeff: As PM’s, it is so easy to fall into the role of being just the product champion and always spouting off about new features and capabilities. PM’s have to learn to shut up sometimes and listen to what customers, prospects and co-workers have to say. Part of that listening is to watch users, but it’s more than just watching them use the product to see what buttons they click or where workflow breaks down…watch the user. Are they smiling or are the gritting their teeth? How does their demeanor change before, during and after using the product? These are also key into understanding how to improve your product.

]]> By: Jeff Lash http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-32 Jeff Lash Tue, 14 Aug 2007 09:56:25 +0000 http://www.theproductologist.com/index.php/2007/08/12/ethnography-or-just-good-requirements-gathering/#comment-32 Wow, this must be the hot topic of in-flight reading, because just yesterday I read an article in <a href="http://www.americanwaymag.com/aw/index.asp" rel="nofollow">American's magazine</a>! I'm a bit taken aback by the "new" idea of ethnography in business contexts (Business Week, Fast Company, MIT Technology Review, and even The Economist have had articles in the past year or two) since it really isn't a "new" practice. Still, it's good to see it getting attention, as observational research is the best way I've found to understand customer and user needs. Having done a lot of it before becoming a product manager, it was very natural for me to bring those experiences and skills to product management and it has been very beneficial. Given that it can be intimidating for those who haven't done it before, you've provided some good tips for getting real-world data about a product. The best advice I'd have is to just watch people use your product in a real-world situation. Don't talk, don't interrupt, don't teach -- just watch. Bring along someone else to observe and take notes, since they'll pick up on things that you don't. Going out on observations with people who are experienced and skilled is a great way to learn and the minimal cost will be dwarfed by the benefits in the long run. Wow, this must be the hot topic of in-flight reading, because just yesterday I read an article in American’s magazine! I’m a bit taken aback by the “new” idea of ethnography in business contexts (Business Week, Fast Company, MIT Technology Review, and even The Economist have had articles in the past year or two) since it really isn’t a “new” practice. Still, it’s good to see it getting attention, as observational research is the best way I’ve found to understand customer and user needs. Having done a lot of it before becoming a product manager, it was very natural for me to bring those experiences and skills to product management and it has been very beneficial. Given that it can be intimidating for those who haven’t done it before, you’ve provided some good tips for getting real-world data about a product.

The best advice I’d have is to just watch people use your product in a real-world situation. Don’t talk, don’t interrupt, don’t teach — just watch. Bring along someone else to observe and take notes, since they’ll pick up on things that you don’t. Going out on observations with people who are experienced and skilled is a great way to learn and the minimal cost will be dwarfed by the benefits in the long run.

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