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Research for Startups: The Google Ventures Formula

Whether you're interested in founding and working for startups, or you're a UXR who just wants leadership to listen to your insights, this UXr Guild session on Research for Startups with Michael Margolis applies to you! Michael Margolis, Google Venture's first UX Research Partner, shares highlights from his 30+ year career in startups, research, and a wide array of industries. He focuses specifically on how to find ideal customers and products faster. Michael's path and experiences are relatable to many UX researchers - he began with a master's degree in anthropology and found his way to user research. Over the course of his career, he has boosted conversion, tested new concepts, streamlined workflows, and defined "bullseye customers" for hundreds of companies. In this excerpt from Michael's book, 'Learn More Faster,' he offers a principle that serves researchers at startups as well as researchers in more established organizations: "The earlier you can provide insights, the better." Visit http://learnmorefaster.com to learn more. 0:00:00 Welcome and Introductions 0:03:21 Michael Margolis, UX Research Partner, Google Ventures 0:06:29 Combining Usability with Discovery at Google 0:09:30 Rethinking research sprints to learn more, faster 0:11:00 Rely on experts and keep teams aligned 0:14:09 Talking to customers more efficiently 0:15:57 Rethinking your researcher role 0:18:08 The 5-3-1 Google Venture's Formula 0:19:39 What is an Ideal Customer Profile? 0:21:09 Open-ended interviews in small batches 0:23:36 Startup Founders Included in Research Sprints 0:25:14 Research questions for the bullseye customer 0:27:23 How to Interview Potential Customers 0:34:29 What to ask stakeholders before research begins 0:35:31 How to conduct a two-part, bullseye interview 0:38:08 How to schedule five interviews in one day 0:40:51 Why Bullseye Customer Sprints work 0:42:14 Q&A 1:06:32 WrapUp