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Virgin Media & O2 Task 2
Task 2 – Research Methodology
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Methodologies & Methods

Outline your proposed approach/methodology, and give some examples of the types of questions you would ask in order to answer your business questions

If planned out right and project managed well several stages and questions can be covered in the same research touch-point as outlined in the table below.
Research Questions and Methodologies and Methods
Stage
Method
Qualitative
Quantitative
Research Question
Strengths
Weaknesses
Output
Post-mortem
6
Webapp, mobile data drop-off analysis
2
What and where are the breaks/friction in customer journey?
Potentially large volumes of data over the course of the year allowing robust statistical analysis
Unlikely to give a clear indication on why customer drop-off when they do
Statistical analysis report mapped against the customer journey and heat-map visualisations
What parts of customer journey work well?
Potentially large volumes of data over the course of the year allowing robust statistical analysis
Unlikely to give a clear indication on what exactly in the customer journey works well
Statistical analysis report mapped against the customer journey and heat-map visualisations
Feedback data analysis (if available)
2
What conceptual and design blockers do customers encounter? Are they resolved effectively?
Understanding why customers drop off in the journey and what exactly the blockers are
May be too generic to give comprehensive understanding
Quantitative data analysis report focusing on the positive and negative journey points
What about our experience do customers enjoy?
Understanding what really works, what keeps customers engaged and builds loyalty - in-depth understanding of our best features
May be too generic to give comprehensive understanding
Quantitative data analysis report focusing on the positive and negative journey points
(if needed) User interviews focusing on identified break/friction points of the customer journey and user requirements
2
What conceptual and design blockers do customers encounter? Are they resolved effectively?
Understanding why customers drop off in the journey and what exactly the blockers are
Due to a small sample size it is difficult to make sure that all customer blockers are discovered
Building on the historical data report provide the customer insight as to why the blockers appear where they do
What about our experience do customers enjoy?
Understanding what really works, what keeps customers engaged and builds loyalty - in-depth understanding of our best features
Due to a small sample size it is difficult to make sure that our findings apply to wider customer pool
Building on the historical data report provide the customer insight as to what aspects of the product should be kept and emphasised
Customer expectations
5
User interviews focusing on identified break/friction point of the customer journey and user requirements
5
Functional requirements (webapp, mobile)
Deeper understanding of customer understanding of the product and how they want to engage with different features
Due to a small sample size it is difficult to make sure that all user persona needs are discovered
User requirement priority list for developers, user personas, additional information on the blockers in the customer journey
Conceptual requirements (understanding house-move journey)
Understanding the level of awareness of house-move service and what parts of that journey may be unclear
Due to a small sample size this can be extremely varied. and not transferable to wider customer population
User requirement priority list for developers, user personas, additional information on the blockers in the customer journey
Behavioural frameworks (how do they expect the journey to work)
Understanding what customers are willing to learn/do to complete the journey
Understanding the actions they expect to take to successfully complete the house-move
Understanding what effect may the time-lag have on their behaviour
Small sample size so also difficult to generalise
Participants can find it difficult to articulate behaviours they don’t do and are unfamiliar with
User requirement priority list for developers, user personas, additional information on the blockers in the customer journey
Attitudes (when and why would a customer want to keep the service and when would they opt for a different one)
Understanding what customers perceive as easier: changing provider or using house-move service and why
Which user personas would would potentially opt for one or the other and what could keep them loyal
As above, small sample size
Because customers may have never used a house-move service before or it has been a long time since they have they may not really have strong attitudes about it
User requirement priority list for developers, user personas, additional information on the blockers in the customer journey
Support
Understanding how, when to provide provide support to the customers so they successfully complete their house-move journey
As above, small sample size
User requirement priority list for developers, user personas, additional information on the blockers in the customer journey
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