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¶ Search Area Refinement & Discovery Goal Statement
¶ What it is
After the secondary research, you already have a good overview of the market and where the competition is (incl. their weaknesses and strength). With these learnings, we refine the search area, especially on the primary research, what other aspects are also essential to be considered in customer research.
¶ Why it is useful
This set a clear direction for the primary research (which takes many resources and hence should be done with measure), and the summary of the refined search area will make this study more comprehensive.
¶ When to use it
After completing the secondary research, you should refine the search area statement and the discovery goal to focus the team.
¶ How is it done
1. Check the objectives from the kick-off workshop and conclude the discovery goal statement
2. Pull out the list of previous search area definitions, and review all insights discovered via secondary research, ask the following questions:
- What have I learned? How will this impact our customer research?
- What are the additional topics we should add to our research?
- What assumptions do we want to validate?
- What are new ideas we want to bring in?
3. Collect information and refine the search areas
¶ Do's & Don't
Do's
- The secondary research can also be conducted parallel to the primary research if we have a limited schedule. Then the information between these two research needs to be synchronised and exchanged to form better questions in the customer research.
Don't
- Don’t forget to return to this discovery goal statement during this research and check if our efforts can produce such outcomes. Adjustments can be made if necessary.
¶ Tools needed
- Whiteboard (virtual)
- Word