3 hours
Research Methods
Deep dive into advanced research methodologies for understanding users, markets, and competitive landscapes.
Learning Objectives
- Master advanced qualitative research techniques
- Conduct effective quantitative research
- Analyze and synthesize research data
- Present research findings effectively
Topics Covered
- Ethnographic Research
- Survey Design & Analysis
- A/B Testing Fundamentals
- Competitive Analysis Frameworks
- Data Synthesis Methods
- Research Presentation Skills
Hands-On Activities
Survey Design Challenge
30 mins
Design a survey using best practices, avoiding common pitfalls like leading questions and double-barreled items.
Instructions
- Define your research objective
- Write 10 survey questions (mix of open and closed)
- Review against the 'Bad Survey Questions' checklist
- Pilot test with a partner
- Refine based on feedback
Competitive Analysis Matrix
30 min
Conduct a structured competitive analysis using a standardised framework.
Instructions
- Identify 4-5 competitors (direct and indirect)
- Define evaluation criteria (features, pricing, UX, positioning)
- Score each competitor on a 1-5 scale
- Identify gaps and opportunities
- Present your strategic positioning recommendation
Exercises
individual · 20 min
Ethnographic Observation
Practice ethnographic observation techniques by studying behaviour in a simulated environment.
- Observe the assigned scenario without interfering
- Record observations using the AEIOU framework (Activities, Environment, Interactions, Objects, Users)
- Note patterns and anomalies
- Identify 3 insights from your observations
- Share findings with your group
group · 30 min
Data Synthesis Workshop
Synthesise mixed-method research data into actionable insights.
- Review the provided research dataset (surveys + interviews)
- Identify convergent themes across data sources
- Create an insight statement for each theme
- Prioritise insights by impact and actionability
- Develop 3 recommendations based on your synthesis
Practical Examples
FMCG
Procter & Gamble In-Home Research
P&G spent 30,000 hours annually on in-home ethnographic research, observing consumers using products in their natural environments.
OUTCOME: Led to innovations like Swiffer (born from observing floor-cleaning frustrations) generating $500M+ in annual revenue.
Travel Tech
Booking.com A/B Testing Culture
Booking.com runs 1,000+ A/B tests simultaneously, testing everything from button colours to entire booking flows.
OUTCOME: Achieved industry-leading conversion rates through data-driven decision making, testing even CEO ideas before implementation.
Industry Success Stories
Entertainment
Netflix
Challenge
Needed to understand viewing preferences across 190+ countries to inform content investment decisions.
Approach
Built a sophisticated research infrastructure combining quantitative analytics with qualitative research in local markets.
Result
Data-informed content strategy led to global hits like Squid Game, which generated an estimated $891M in value from a $21M investment.
Useful Resources
Just Enough Research — Erika Hall
BOOK
Google Forms — Free Survey Tool
TOOL
Typeform — Beautiful Surveys
TOOL
Ethnographic Research Methods (Video)
VIDEO
A/B Testing Guide — Optimizely
ARTICLE
Key Takeaways
Comprehensive research toolkit
Data-driven decision making
Stakeholder communication skills
