دانلود کتاب Product Research Rules: Nine Foundational Rules for Product Teams to Run Accurate Research that Delivers Actionable Insight

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Table of Contents
Foreword
Introduction
Excuses for Not Doing Research
When Do You Do Product Research?
Building on Different Research Disciplines
A Set of Rules for Product Research
Acknowledgments
Rule 1: Prepare to Be Wrong
Ego Is the Enemy of Product Research
Different Mindsets in Research
Steps for Good Insights
Summing Up
Rules in the Real World: Founders of Zeplin Were Very Wrong
Key Takeaways
Rule 2. Everyone is Biased, Including You
What Are Biases?
Assumptions: What Do You Think You Know?
Rules in the Real World: SME Interviews
Key Takeaways
Rule 3. Good Insights Start with a Question
What’s an Insight?
It’s Too Easy to Start Research Without a Question
Going from Hunch to Research Question
The Usage Perspective
The Business Perspective
The Expertise Perspective
Formulating the Question: Using the QFT
Try It Out: Are These Good Research Questions?
Rules in the Real World: How One Product Manager Deployed Data Science in Product Research
Key Takeaways
Rule 4. Plans Make Research Work
Picking a Research Method
Finding Participants
The Dynamic Duo: Researcher and Notetaker
Preparing Guides for Your Sessions
Creating a Communication Plan
What If You Can’t Stick to Your Plan?
Rules in the Real World: How Can You Tell If People Feel Connected in a Video Call?
Key Takeaways
Rule 5. Interviews are a Foundational Skill
Conversation Styles
What Is Interviewing?
The Day Of: Preparing for an Interview
During the Interview
Conducting Interviews Remotely
Recording Conversations
After Each Interview
Key Takeaways
Rule 6. Sometimes a Conversation is Not Enough
Going Beyond Conversation
Card Sorting
Field Immersion
Diary Studies
Usability Studies: This Is Not a Test
Rules in the Real World: Rocking the World by Going Beyond Interviews
Key Takeaways
Rule 7. The Team that Analyzes Together Thrives Together
Analyzing Data in Product Research
Rules in the Real World: Doing Collaborative Analysis, Even When You Have an External Agency
Key Takeaways
Rule 8. Insights Are Best Shared
Presentations: Forget the Long Report, Get Buy-In
Narrative Prototypes: Show and Tell
Managing Feedback
Distributing Your Findings More Widely
Storing and Archiving Your Research Results
Driving Your Audience to Action
Key Takeaways
Rule 9. Good Research Habits Make Great Products
Build a Habit Cycle Around Research
Share Findings Liberally
Enable Others to Conduct Product Research
Research in Agile Software Development
Developing Research Muscles
Teams That Made Research a Habit
What’s Next?
Index