Marina Dražić
Marina Dražić is an expert in the areas of product and project management and product research. She is the owner of the company Prototip05 d.o.o. www.prototip05.hr where as a consultant she collaborates with companies of various profiles in solving complex projects and product development challenges with a focus on understanding customer needs. More than 20 years of work on product research and development projects and portfolio management positions. She is a member of the working group for the creation of the first Croatian Occupational and Qualification Standard "Product Manager" and a lecturer at Algebra University in the Product Manager program. He is a portfolio manager of the CRO Total experience association and a member of the Global Innovation Institute. Selected certificates: Project Management Professional (PMP)®/Project Management Institution, Design Thinking/Global innovation Institute, Agile Certified Product Manager and Product Owner (ACPMPO®)/Association of International Product Marketing & Management.
Thursday, 26.09.2024 Day 1
Choose the best combination of research techniques and reach a point of real understanding user's functional, social and emotional needs
Functional testing of an idea by itself is not enough if we have not reached the point of true understanding of the user. Choosing a methodology for researching user needs requires a good knowledge and understanding of the qualitative and quantitative research results. In practice, the competencies of teams in research tasks are often not at the required level - a survey questionnaire is not enough! Badly conceived methodology and superficial validation of ideas lead to wrong decisions and product design that is not tailored to the user and will not meet the company's expectations. Find out how to organize the discovery process and which research techniques to choose in order to get relevant results. Find out where we most often make mistakes and how we can significantly improve product outcomes.