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Product research practices

The following article is a sample from the full BVOP™ Ultimate Guide and is part of the preparation for the BVOP™'s modern Agile Product Management Certification Program.

At the very beginning of product development or at any other stage, choosing and defining research practices may help product teams to organize and plan their upcoming work.

Depending on the organizational policies, available resources, constraints, or and any other factors, the Business Value-Oriented Product Management (BVOPDM) office chooses the product research practices. They may include:

  • Collecting information from third parties.
  • Collecting information from internal organizational assets.
  • Development and implementation of research tools.
  • Organizing research events and practices.

Collecting information from third parties

Third parties may share valuable information and knowledge related to users, customers, markets, or already collected statistical data that may provide a direction for future development.

Collecting information from internal organizational assets

An organization usually collects significant data and information about its markets, users, customers, and current products that may be used as a valuable source for product development initiatives. Departments, teams, and individuals with different competence may share valuable knowledge that may be used during the product development stages.

Development and implementation of research tools and practices

The BVOPDM office develops and implements research practices and tools that provide efficiency for the product being developed.

One tool or practice may not be appropriate for all products developed by the organization.

Depending on product type or its material form, research and development practices may vary.

The BVOPDM office identifies the most appropriate approaches for each product, team, market, and target audience.

Organizing research events and practices

Research events and practices may have a different format, duration, and periodicity. They can be organized and implemented in the initial phases of product development and run periodically throughout the entire product development and maintenance cycle.

Product research events may include:

  • Interviewing internal or external stakeholders.
  • Conducting competitive analysis, marketing analysis, interviews, surveys, focus groups. 
  • Analyzing collected data
  • Conducting periodic sessions for collecting new user needs, problems, and benefits.

Modern markets and consumers are dynamic. Therefore, the periodic format of the research sessions is essential to ensure and maintain the business value of the product.

Product Research Practices in Product Management
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