Next Principles Product Strategy
Next Principles August - September 2012
As a technology start-up with a novel Social CRM offering, NextPrinciples needed to better understand the evolving role of social analytics within enterprise companies, the who/when/where/why of leveraging the data, and the resulting key challenges and opportunities. The research findings were therefore intended to uncover novel insights in order to create unique innovations for their enterprise product.
With a 3-week timeframe to scope, execute, and deliver on findings, the challenge was to develop a reasonable research framework that would focus discovery while still covering as much ground as possible.
We focused first on reframing and co-creating the research direction in a stakeholder workshop. We generated personas of target populations, prioritized them, and identified a baseline of topic categories to explore their needs. This work drove the recruiting and the content for both a survey and a round of qualitative interviews.
Synthesis Workshop and Debrief
Research Consulting Lead, co-guiding and co-facilitating all project phases.
Co-Lead Research Consultant
Founder and CEO
Head of Product Management
Head of Engineering
Head of Operations
Insightful survey data highlighting the competitive tool landscape and patterns across role and company size/vertical. A set of informed perspectives, themes, and market trends around the business of social media from qualitative interviews. Product strategy recommendations which were strongly considered. A freshly engaged executive team with the necessary material to discuss the potential roads forward.