CHAPTER 1

What Do People Need?

Why Is This Question Important?

When Should You Ask the Question?

Answering the Question with Experience Sampling

Why Experience Sampling Works

Other Questions Experience Sampling Helps Answer

How to Answer the Question

STEP 1: Define the scope and phrase the experience sampling question.

STEP 2: Find research participants.

STEP 3: Decide how long it will take participants to answer.

STEP 4: Decide how many data points you need.

STEP 5: Choose a medium to send and collect data.

STEP 6: Plan the analysis.

STEP 7: Set participant expectations.

STEP 8: Launch a pilot, then the study, and monitor responses.

STEP 9: Analyze data.

STEP 10: Generate bar charts.

STEP 11: Eyeball the data and identify themes.

Other Methods to Answer the Question

Experience Sampling Checklist

Until the moment Steve Jobs went on stage at Moscone Center in San Francisco in January 2007 and introduced the iPhone to the world, nobody knew they needed a smartphone. Nokia had recently sold their one-billionth phone, and it seemed people were generally satisfied with their phones. During the seven months that passed from the time Jobs held the first iPhone in his hands onstage until Apple began shipping iPhones to the masses, there was a bombardment of TV commercials in the U.S. that took a (successful) stab at creating the need.

Today, many people consider their smartphone (whether an iPhone, Android, or other) as an integral extension of their body. They don’t leave home without it. If they do, they go back and retrieve it. The reason is because they need it. This day and age, smartphones solve problems people have, save time people can never get back, and meet oh-so-many human needs. Yes, smartphones also turn some people into anti-social creatures, but that’s for a different book.

Many products are developed based on a hunch, a judgment call, incomplete information, or faith-based hallucinations. Only after they fail miserably do developers ask themselves why. In most cases, the answer is that the product does not meet a real user need or solve a problem people really care about. This chapter walks you through one straightforward technique for uncovering user needs, answering that vital question What do people need?

Why Is This Question Important?

What do people need? is a critical question to ask when you build products. Wasting your life’s savings and your investors’ money, risking your reputation, making false promises to employees and potential partners, and trashing months of work you can never get back is a shame. It’s also a shame to find out you were completely delusional when you thought that everyone needed the product you were working on.

The question is important because of the risk it entails. Many product development teams tend to ask themselves if they can build a product. The answer in most cases is, yes they can. When you realize the importance of first finding out what humans need, then you start asking yourself if you should build a product, rather than if you can.

When Should You Ask the Question?

What do people need? is probably the most important question a product development team will ask itself. Ninety-five percent of founders and product managers interviewed for this book did ask themselves this question. The timing of asking (or rather answering) this question is key because although needs are relatively stable, it’s worth being aware that users may not need it (whatever it may be) in six months’ time. The market might also affect needs—for example, legislation changes, entrance of other products to the market, etc.

That said, there are two great times to ask the question: somewhere in the beginning of strategizing your product, and after launching it during the assessment phase (see Figure 1.1).

• When you strategize, you try to figure out a lot of things about the need for your product, who your target audience is, and what your audience wants. Attaining this knowledge and wisdom will serve you well during the execution phase. Discovering user needs will help you figure out how the product should be built, because it will generate evidence, validation, and invalidation for various product features.

• During the assessment phase, your users use the product, and you can learn whether or not your product meets their real needs. Beware though. If this is the first time you study your audience’s needs, you might find and learn things that will be very hard and costly to fix. The best time to answer the question is prior to execution. However, it is never too late or an inappropriate time to ask the question. The sooner you realize you need an evidence-based answer, the better.

FIGURE 1.1 When is a good time to ask What do people need? The big circle represents the best time, while the smaller ones indicate other times recommended for asking the question.

Answering the Question with Experience Sampling

Experience sampling is a strategic research technique that answers a high-level business (or roadmap) question rather than evaluating a design or product that already exists. Experience sampling is good for uncovering unmet needs, which will lead to generating great ideas for new products and for validating (or invalidating) ideas you already have.

In an experience sampling study, research participants are interrupted several times a day or week to note their experience in real time. The idea is based on what was called a pager study in the 1950s. The essence of the 1950s version of experience sampling was the use of pagers or other signaling devices to trigger involvement in the research study.

The key to experience sampling is asking the same question over and over again at random times during the day or week. This cadence and repetition strengthens your finding’s validity and allows you to identify patterns, like participants reporting greater satisfaction right after completing certain tasks. For example, you might ask people what annoyed them recently. Imagine if you ask that question five times a day for a period of five days and 100 people participate in your research. This means you will potentially collect 2,500 data points. That can be turned into a large, useful body of knowledge.

Why Experience Sampling Works

Experience sampling is an effective user research technique that has the following benefits:

• Offers insights about user needs: It gives you a glimpse into users’ lives and their realities and uncovers their objective needs.

• Provides evidence-based feature generation: The results can be transformed easily into product features because they provide a combination of qualitative and quantitative data about very specific needs. This way, you can become confident in your innovation since it is backed by evidence.

• Highlights current pain points and delights: When you learn what makes your potential customers happy or angry, you are one step closer to offering a product or service that meets their needs.

• Gives inspiration for new ideas: Your viewpoint about your product idea might be narrow, and you wouldn’t even know it. It uncovers other viewpoints, or categories, of a topic you might not be aware of. These help you come up with better products or services.

Other Questions Experience Sampling Helps Answer

Other than the What do people need? question, experience sampling is a great method for answering the following questions as well. If you ask yourself (not users) any one of these questions, experience sampling is a technique that can help you get an answer.

• Would people be willing to pay to use the product?

• How do we make using this product a habit?

Clarification: The worst way to know if people would pay to use a product or if they would use it repeatedly is ask them directly. Humans are very bad at predicting their future behavior. In experience sampling, you explore people’s current behavior, which is the best predictor of future behavior. You won’t know for sure if they’ll pay for your product or make a habit of using it. But if you ask the right experience sampling question (see Step 1 later in the chapter), you will know what they currently pay for, how they currently behave, and how painful certain needs are for them. These will give you strong insights and indications of whether they might pay for a product or make a habit of using it. You are not going to be 100% sure because there are many other factors at play here (price point, marketing, timing of product release, and many more), but you will have a greater understanding of a need.

• Is there a need for the product?

Experience sampling is not a way to evaluate product design. It is, however, helpful in evaluating whether or not there’s a need for a specific product you have in mind (or at hand). The key is to explore people’s current behavior without your product and evaluate whether or not they indicate a need that matches the value your product is (or will be) adding.

• Why do people sign up and then not use the product?

• What are some use cases we should plan for?

• Would people use the product?

• How do people choose what to use among similar options?

• Does the product solve a problem people care enough about?

• Which customer needs does the product satisfy?

• How do we define the right requirements for the product?

• How will the product solve people’s pain points?

• Which features should be included in an MVP?

Clarification: MVP is an experiment that has a goal of learning as much as you can while making the smallest amount of effort. It’s a process, not an end goal. Therefore, although you might be asking yourself which features to include in an MVP, understanding needs and problems real people have through experience sampling (and other methods) puts you in a better position to come up with an experimentation process.

• What are some feature ideas our customers have?

• Which features are most important?

• Should we build [specific feature]?

• How often would people use the product?

• Would people from other cultures use the product?

How to Answer the Question

The following is a how-to guide that takes you step-by-step through the process of using experience sampling to answer the question What do people need?

STEP 1: Define the scope and phrase the experience sampling question.

What do people need? is a very broad question that probably has an infinite number of answers. To make sure that your study results are effective and useful, first define a very clear scope for your inquiry. You probably have a domain in mind such as grocery shopping, photography, or enterprise sales. This means you will be focusing on this area during the study.

Try to get even more specific. What is it about grocery shopping that you want to learn? What would help you make a decision about your photography-related app? What aspect of enterprise sales are you interested in? Be as specific as possible when you decide how to best use research. For example, maybe your study scope involves challenges in remembering what to buy at the grocery store, or opportunities for saving time spent on uploading photos from a camera to a desktop, or ways in which salespeople prepare for a sales pitch to a potential customer. After you define the scope, it’s time to work on the question you will ask your study participants.

The specific question you ask experience sampling study participants must be carefully phrased and tested. As you phrase the question (or come up with a few alternatives), bounce it off other team members early on and run a pre-launch pilot before releasing it to the whole sample group. The most important thing is that the question has to speak to participants’ behavior that repeats itself. Remember, you are going to ask that question over and over, and you will expect different answers (both across the participant population and from the same individuals at different times) that provide insights into people’s needs, pain points, and delights.

Here are some good examples of experience sampling questions that target repeated behaviors:

• What was the reason you recently used a piece of paper to write something down?

• What was the reason you recently updated your website?

• What did you want to know recently?

• What was the reason for the last phone call you initiated?

• What were you frustrated about recently when you went grocery shopping?

The experience sampling question must also be specific; otherwise, you are destined to get a lot of irrelevant answers. For example, if you ask, The last time you went to a shoe store, what did you do?— that’s too general and vague. People will tell you they met a friend and talked about their recent spring break vacation or called their mother. If you are interested in uncovering needs related to buying shoes, be specific about it. For example, ask, The last time you went to a shoe store, what frustrated you the most about buying shoes?

The following are some questions to ask about behavior that is probably not so repetitive:

• What annoyed you the most the last time you moved to a new house or apartment?

• What was the primary reason for choosing your most recent vacation destination?

• Which laptop computer did you buy recently?

While the above questions are legitimate, good questions to ask, they are not recommended for experience sampling because the frequency of the behavior doesn’t make sense for this research format. If you are looking to uncover needs related to behaviors that are not repeated very frequently, consider interviewing (Chapter 2), observation (Chapter 3), or a diary study (Chapter 4).

Make sure that the question you ask helps you figure out what users need. There are several types of questions you should avoid in an experience sampling study because they will never help you uncover needs:

1. Questions about opinions: Asking for someone’s opinion about something several times a day or week is useless. Opinions don’t change five times a day or week, and there’s no point in asking for them that much. Examples might include:

• What do you think about hiring a Web developer for updating your website?

• Should links be blue or black?

2. Questions that speak to average behavior: A common trap people who phrase questions for experience sampling fall into is asking them in a way that vaguely refers to a time frame about which the question is asked. For example, when you ask, What frustrates you most about boarding a train? you are setting yourself up for failure. Let’s assume the person who tries to answer this question has boarded trains 300 times during her lifetime, 50 of them in the past year, one last week. This person will probably not remember all of the frustrations about boarding a train and will try to come up with an answer that averages the ones she does remember (maybe the last five). She will also try to satisfy you with the answer and give you a real interesting one with a nice anecdote. The answer will probably not represent many real frustrations very well. The best way to avoid this trap is to ask about the last time the behavior happened. This way, her memory is still fresh, and it is less likely the participant will pick and choose an answer she thinks will satisfy you. Here are some examples for questions that ask people to average their behavior:

• What frustrates you the most when you board a plane?

• How do you spend time while you wait in a long line?

3. Questions that are too general: While taking a broad approach to learning from people is usually a good thing to do, asking a general question in experience sampling is going to force you to deal with a lot of noise. If you are interested in one aspect of a topic, ask about that aspect rather than asking about the entire topic. For example, if you decided that the scope of your research was uncovering needs related to finding a parking spot, don’t ask, What annoys you about driving in a city? Instead, ask, What was the most frustrating thing that happened to you the last time you were looking for a parking space? Here are some more examples of questions that are too general:

• What frustrated you recently?

• How did you decide which smartphone to purchase?

• What is email good for?

4. Yes/no questions: Experience sampling is a research method that integrates qualitative, rich data with quantitative, numerical data. Asking a yes/no question eliminates the qualitative aspect of the study to a point where you’ll have nothing actionable to do when you see the results. If you ask, Did you update your website this morning? and 78% of the answers are yes, then what are you going to do next? What did you learn about user needs? Which pain points did you uncover? Here are some more bad examples:

• Did you buy milk today?

• Was your bus late this morning?

• Do you like your boss?

5. Quantitative questions: Similar to yes/no questions, quantitative ones are also not going to be very helpful. A number, an average, or a percentage tells you nothing about unmet needs, missing features, painful problems, or joyful delights. It’s just a number. Here are some examples:

• How many emails did you receive in the past hour?

• What time did you wake up this morning?

• How many items did you purchase the last time you went grocery shopping?

As mentioned earlier, phrasing an experience sampling question is a critical factor in the success of your research. Before you launch your experience sampling study, refer to the following imaginary scenario and then read sample questions and explanations about why these questions are right or wrong in Table 1.1.

Scenario: Imagine that Stop & Shop, a grocery shopping retailer in the northeastern U.S., came to you with this challenge: they want to identify ways to improve their customers’ in-store grocery shopping experience with technology. In other words, they want to uncover user needs, or answer the infamous question What do people need?

To sum it up, after you phrase your question, make sure that it:

• Asks about repeated behavior.

• Does not ask about opinions.

• Does not ask to average a behavior.

• Is not too general but very specific.

• Is not a yes/no question.

• Is not a quantitative question in which the answer is a number.

TABLE 1.1 SAMPLE EXPERIENCE SAMPLING QUESTIONS AND EXPLANATIONS