From the course: Market Research Foundations
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User interviews
- The number one way to improve your business or product is very simple, ask your customers. Now, I know customer interviews can be nerveracking, but stick with me and in less than five minutes from now you'll be a more effective and more confident researcher. People love to talk about themselves and their experiences and guess what, your customers are people. If you can direct their chatter toward your research goals you'll be able to uncover deep insights quicker than you ever thought possible. Over the past 15 years as a researcher I've conducted over 1,000 customer interviews. Today I'm going to share with you three things you should be doing when conducting interviews and three things you should avoid at all costs. Let's start with what you should do. First, make sure you know what your goal is going into the interview. Write down what you want to learn about your customers and focus on that. You will naturally start to…
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