I was invited to give a talk down in London at a seminar on the Shape of Knowledge put together by David Penfold for the International Society for Knowledge Organization. My talk on 'Mapping Software' was a blend of ideas about cybergeography and code/space. The slides from my talk at available here.
Help Me Help You: Getting Great Consumer Insights
by Tiffany Niver We don’t know what we want. Decades of psychology, economics, and sociology research has shown that people are quite poor at predicting what they want, how it will make them feel, and the long-term implications of gratification. This makes ground-breaking product innovations all the more complicated as understanding users becomes an exercise of mind-reading…and then some. Knowing the limitations of consumer insights and going into the process with a healthy sense of skepticism can empower creativity in coming up with the most impactful tests and analyses. The key to getting great consumer information is focusing on obtaining as much behavioral insight as possible, while following the lean start-up principle of “maximizing learning for unit of time and effort expended.” Many entrepreneurs and researchers follow a fairly standard path of gaining customer insights. Baselining Through Consumer Self-Reporting : Before any development or investment begins, they r...

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