Unabashed Research

Im James Alford, PhD. Im an independent consultant who specializes in front-end product development research, that is, consumer research designed to identify new product opportunities and concepts. I typically serve as the principle investigator on research projects from start to finish. This involves authoring and programming surveys to implement... advanced research techniques, statistical analysis of survey data, delivering predictive models in the form of interactive dashboards, and a final research report. This site provides an overview of a number of different research methodologies I use, along with example surveys and dashboards when applicable. Im a believer in qual-quant cycle. We learn about customers by talking with them. We use those findings to make statistical inferences about the larger population with survey research. A well designed survey incorporates learnings from qualitative research so that the response options available to survey takers accurately reflects both the language and the breadth of responses customers give in an in-person conversation. The quantitative data collected through survey research reveals patterns and potential opportunities in the market. We use the survey findings to identify customer types who might find added value in a new product feature, concept, or improvement. Follow-up qualitative research with representative customers verifies the opportunity to provide added value and informs design concepts. This cycle of qualitative and quantitative learning minimizes risks associated with product development by verifying the added value of new features and/or concepts before production begins. Are you early in the development process, or interested in having a deeper understanding of your end users? Segmentation is front-end product development research that helps identify customer subgroups in the market that have similar characteristics. Target segments can be identified and studied further, with the end goal of discovering new product concepts and/or features that ...Read More