Main Takeaways: - What is qualitative research? Provides a definition of qualitative data and an overview of qualitative research methods. - Why use qualitative research methods in product management? Includes a discussion of qualitative vs quantitative, the different purposes that each serves, and why it's good to use both. - When to use qualitative research methods? Know when to use qualitative research methods depending on where you are in the product development cycle and the questions you are asking about customers. I'll include examples of using qualitative data to generate user insights from my past experience. - How to conduct qualitative research? Discuss thinking through the research plan, articulating research objectives and key research questions, choosing the right method for collecting data, thinking through sampling methods, and interpreting the data.

1. Qualitative Research 101
by Amazon Manager, PM
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5. Qualitative Research 101
Pam Brown AWS Certification Product Manager

6. Pam Brown
S P E A K E R
Amazon Web Services

7. A B O U T M E

8. A G E N D A
2.
1.
Why use qualitative research methods in
product management?
What is qualitative research?
4.
3.
How to conduct qualitative research?
When to use qualitative research
methods?
5. Summary of key takeaways

9. 1. What is qualitative research?

10. 2.
1.
Section 1
Quantitative research: sales and usage
reports, quantitative metrics, A/B test
results, etc.
Qualitative research: customer interviews,
focus groups, product reviews, etc.

11. 2. Why use qualitative research?

12. 2.
1.
Section 2
Quantitative research: when you’re trying
to understand the what’s and the when’s
Qualitative research: when you’re trying to
understand the why’s and the how’s

13. Section 2

14. 3. When to use qualitative research

15. 2.
1.
Section 3
When prototyping and testing product
concepts
At the start of product development
process
3. When trying to formulate hypotheses and
interpret quantitative data

16. Section 3

17. Section 3.1
2.
1.
Prefers not to use public bathrooms
relieved that her son is finally
potty-trained
3. Always prepared with essentials - still
carries a diaper bag
Sample Persona: Annie

18. Section 3.1
Sample Journey Map
Child says
he needs to
go potty
Parent
looks for
public
bathroom
Parent
finds
bathroom
Parent looks for
clean stall
... Parent lifts child up
to the sink to wash
hands
Parent helps child
dry hands
Parent and child
leave bathroom

19. 2.
1.
Section 3
When prototyping and testing product
concepts
At the start of product development
process
3. When trying to formulate hypotheses and
interpret quantitative data

20. 4. How to conduct qualitative research

21. 2.
1.
Section 4
Hypotheses and research questions: key questions that flow from research objective
Research objective: purpose of research
4.
3.
Target audience / sampling: who are the participants and how will you recruit them?
Background: context and data
6.
5.
Deliverables: what is the output and who will receive it?
Methodology: how will you collect and analyze data
8.
7.
Budget
Timeline
Sections of a Research Brief

22. 2.
1.
Section 4
Practice writing and asking open-ended questions
Buddy up
3. Reflect on what you heard
Tips for getting started

23. 2.
1.
Summary
Qualitative data can complement quantitative data.
Get comfortable using both.
Qualitative research is great for discovery and
understanding the why’s and how’s
3. How you use qualitative research will depend on your
research objective and key questions.
Key takeaways
4. Dive in and start talking to customers!

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