A sample of survey results targeting ticket buyers. Participants were vetted + acquired thru the research site Prolific and directed to a Google Survey form.
In addition to psychographic and ethnographic questions, the primary goal of this survey was to identify the underserved jobs to be done in the market.
Piggy-backing on Anthony Ulwick's "Outcome-Driven Innovation" (ODI) methodology, these questions were built around the ticket buyer's 'core functional job' (to attend an in-person, live event) and the individual 'job steps' required to achieve that core functional job. Each question was weighted around two variables: importance + satisfaction. For example, "how important is <job step>" and "how satisfied are you with <job step>?"
Responses were then plotted on a quadrant graph to identify which jobs steps customers viewed as both 'highly important' and 'highly unsatisfied.' This provided us with empirical evidence for the underserved jobs in the market and also helped validate some of our core assumptions.
A sample of survey results targeting ticket buyers. Participants were vetted + acquired thru the research site Prolific and directed to a Google Survey form.
In addition to psychographic and ethnographic questions, the primary goal of this survey was to identify the underserved jobs to be done in the market.
Piggy-backing on Anthony Ulwick's "Outcome-Driven Innovation" (ODI) methodology, these questions were built around the ticket buyer's 'core functional job' (to attend an in-person, live event) and the individual 'job steps' required to achieve that core functional job. Each question was weighted around two variables: importance + satisfaction. For example, "how important is <job step>" and "how satisfied are you with <job step>?"
Responses were then plotted on a quadrant graph to identify which jobs steps customers viewed as both 'highly important' and 'highly unsatisfied.' This provided us with empirical evidence for the underserved jobs in the market and also helped validate some of our core assumptions.
