Quant and Qual Testing (Wed Oct 8, lecture 11)

Homework due for today

1. Teams: One way to get feedback will be to email a survey to groups outside Brandeis. These could be LinkedIn Groups, Quora postings, other special interest mailing lists. For each product, identify a specific group that could have useful information on some of your hypotheses. Compose an email question that you would send to them expecting an answer. Prepare to explain it in class!
2. Teams: Go out of the building! Each member of each product team should take some hypotheses off the list to test outside the building. Revise your Frame 1 Review Draft to include details of this round of out of the building work. What hypotheses were being tested, how did the tests go, who did them, and what results so far.
   • Team Deliverable: Draft 0.2 of Frame 1 Report.

Homework review

• Review Homework. Quick update from each team.
• Elevator Pitch exercise

Hypotheses and testing

• Discussion: Hypotheses for your term products product
  • Where are you keeping them? Give me the URL so we can all look at them
  • What are some characteristics of a well stated hypothesis?
  • Let’s discuss “technology” hypotheses and their role at this stage
  • How exactly could we test it qualitatively?
  • How exactly could we test it quantitatively?
  • Repeat for some more hypotheses

Quanitative Testing

• “Prove” or “Disprove” a customer, problem or solution hypothesis
• Hypothesis should be well stated!
• It should be “falsifiable”

Key Techniques

1. Online Survey
2. Person to person conversations
3. Mailing lists, facebook friends, etc.
4. Build a Landing Page
5. A/B Testing

Online Survey

• Designing a good online survey
• Don’t flood university community with surveys, especially non-students
• How many questions?
• Who do you send it to?
• How many responses would be considered good?

Person to Person interview

• Make sure they know this is part of a course
• Make sure they know you care and this is important to you
• Be very respectful of outsiders’ time. 30 minutes.
• Always offer to come to them or make a phone call
• Stick to the time
• Be grateful and offer to return a favor
• Give them my name and email in case they have any questions
• Pito illustrates in Role playing
• Role playing in pairs

Landing Page

• What is a Landing Page?
• How do you create one?
• Tools for building and measuring
• Example is Unbounce
• See Lots of examples on Unbounce
• A/B Testing
  • Also known as “split testing”
  • Divide your targets into two (or more sets)
  • Show each of them an alternative version
  • Works best with a feature description, a marketing message, a price and so on.
  • Discussion: For each product team, what are some things that you could test using A/B? Exactly how would you go about it?

Next Class

• Mockups and Prototypes