A while back, I was interviewed by Robert Scoble on video. During the interview I mentioned that sometimes I compare a feed reader to a time machine. Feed readers let you save time, by getting all of this content sent to you. One of Robert’s viewers, Colin a developer out of Pennsylvania commented that he had a better definition for feeds. He said.
“Feeds are kinda like email. When a web site is updated you’re notified of the change without needing to visit the site.”
He highlights one of the key issues of a new product–The need to get the product description right and value proposition right. In mature categories, you don’t need to worry about it. The categories are already broadly defined. But in rapidly emerging markets the definitions and value propositions are oftentimes totally new. It’s difficult describing something totally new.
At Bloglines, we’ve been doing some guerrilla testing and formal usability testing. So I mentioned to Colin that we should test the different positioning statements. We should test the following: his definition above, his definition above with a benefit (saves times) and something kooky like a feed reader is a like time machine, it helps you save time by getting all of your content delivered to one place.
This is basically a light-weight product positioning test which anyone can do and should do. You’re probably already doing it and with a little structure your positioning tests would be even better. CEO’s do this as the elevator pitch. Marketers do this in a little more structured manner with customer surveys or face-to-face interviews. What you do is write 3-5 product positioning statements that illustrate different positioning values. You then interview the customer to get qualitative feedback. You analyze the feedback for common themes.
Colin and I are going to do our tests and we’ll the post results back on our blogs.
Btw - if you’re a Blogliner check out 3-Pane View in Bloglines Beta. You’ll see some of our thoughts concerning feed reader positioning.
1 response so far ↓
Colin Devroe // November 5, 2007 at 3:43 pm
I’m looking forward to seeing what comes of our field tests. I’d love to see if I can get a pool of people together, that have never used feeds before, to show them how feeds work and then ask for their one-liner description. Might prove interesting.
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