S4E30 - Have a narrow and well-defined ICP with Dr. Else van der Berg

This episode of Experiment Nation features an interview with Dr. Else van der Berg, a product management consultant for B2B SaaS startups and scale-ups. Dr. Else van der Berg discusses her process for helping companies become more outcome-driven, focusing on understanding the ideal customer profile (ICP) and its associated value. She also shares insights on common challenges faced during the testing phase, including participant recruitment, data analysis, and differentiating signal from noise. Highlights 🎯 Dr. Else van der Berg emphasizes the importance of defining a narrow and well-defined ICP, emphasizing the need to focus on a specific customer segment. 🔎 She believes in a layered approach to testing, using a variety of methods, including interviews, landing page tests, and moderated user tests. 🗣️ Empathy plays a crucial role in interpreting user feedback, recognizing that data interpretation can be subjective and require a “gut feeling” alongside evidence. 📈 Dr. Else van der Berg stresses the importance of finding a mentor within the field and learning on the job to master product management techniques. 👩‍💻 She encourages aspiring product managers to reach out to her via LinkedIn to learn more and potentially connect for career advice.