Mixed Methods (Quant focus) Product Research -
A Short Turnaround to Inform High-Stakes Product Decisions

Context

As part of a larger product strategy to inform a new high-stakes product tooling decision, it became apparent that while the process was considering cross-team stakeholder perspectives, there was no source for provider (or end user) feedback.

I stepped in to construct lead a robust survey, leading the data collection across our provider network, working closely with Product and Design leaders, and translating insights for actionable decisions.

Research Aims & Methodology

The scope came together quickly, with multiple stakeholders supportive and eager to gain the findings. In planning, we weighed the pros/cons of including different user segments, with my proposal to include the entire provider network edging out. Participant summary below.

Within a week, I:

• collected Product team and executive leader inputs

• gained provider user recruitment support (no blockers or speedbumps was a first!)

• finalized and programmed the survey in Qualtrics.

I negotiated the survey length with the team, getting down to the most essential questions, to aim for the appropriate information achieved with the highest response rate.

After a just a week out in the field, the sample size was representative enough to continue with the next steps.

Analysis & Synthesis Process

With a 20% response rate within a short amount of time, I leveraged Qualtrics / Excel to analyze the findings, including statistical analyses to showcase rigor. These powerful data, with a clear and compelling outcome, teed up a thoughtful story. Example visuals below.

Recommendations & Future Directions

I shared learnings in an iterative approach over the course of a few days, with C-Suite obtaining the findings within about a week - this was a key win for myself and the team - assuring the insights were useful and meaningful with the time-sensitive nature of the work. Example of user-reported competitor insights below.

And, given these survey data were part of a larger strategy, findings were shared in a clear, yet objective manner. At each shareout touchpoint, I tailored the information to the audience. Data were funneled up to the CFO and CEO for final product decisions, which were 100% informed by research.

Reflections

This research scope was a true example of all-hands-on-deck. It was a thrill to dive in, ensure our user perspectives would be direct in our product decisions, and work with the team to deliver clear value and impact. The work reinforced for me, the value of a tried and true survey, and assurance of my path as a mixed methods researcher. The short turnaround time wasn’t easy, but it was 100% worth it. Further, I was able to flex new data visualization approaches in the research shareouts.