Digital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, Aras Bilgen, C. Todd Lombardo, and Michael Connors demonstrate how your entire team can conduct effective product research within a couple of weeks--easily, cheaply, and without compromising quality.

Drawing from decades of experience in product development, the authors lay out nine simple rules that combine user research, market research, and product analytics to quickly discover insights and build products customers truly need.

• Recognize and avoid common research pitfalls
• Switch to the insight-making mindset that underlies all successful research efforts
• Find out how to look at data, formulate the right questions, and pick the right research method
• Learn interview techniques and research skills
• Analyze for insights collaboratively while avoiding bias
• Inspire action with your insights through powerful presentations and prototypes
• Learn how to involve a wide variety of stakeholders in research, from developers to executives

• Discover how you can make research a habit, not a one-off effort

• 根据几十年的产品开发经验，作者提出了九条简单的规则，将用户研究、市场研究和产品分析结合起来，快速发现洞察力，打造客户真正需要的产品。
• 识别并避免常见的研究误区
• 转向作为所有成功研究工作基础的洞察力创造思维方式
• 了解如何审视数据，提出正确的问题，并选择正确的研究方法
• 学习采访技巧和研究技能
• 在避免偏见的同时，通过合作分析获得洞察力
• 通过强有力的演讲和原型，用你的洞察力激发行动
• 学习如何让各种各样的利益相关者参与到研究中来，从开发人员到高管。
• 了解如何使研究成为一种习惯，而不是一次性的努力