10 tricks and insights for customer interviews · become expert know the customers’ world find...
TRANSCRIPT
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10 Tricks and Insights for Customer Interviews
Brian Dorricotthttp://briandorricott.com.au
[email protected]+61(0)434 799 829
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TO FAIL FOR UNPREDICTABLE REASONS IS “OK”
BUT TO FAIL FOR
PREDICTABLE REASONS IS NOT ACCEPTABLE.
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LaunchFinanceSolutionProblemDiscovery
Why How What Can Now
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LaunchFinanceSolutionProblemDiscovery
Job to be done
Gains
Pains
Customer’s world
Interviews
Knowledge
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Impact on your project
Right First Time
Become Expert
Know the Customers’ World
Find the First Customers
Learn the Language
Discover Correct Pricing
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First some theory…
By Edward A. Hubbard, National Institute of Health - Contact us/Photo submission, Public Domain, https://commons.wikimedia.org/w/index.php?curid=6657128
Paul MacLean (1913 – 2007)
Neuroscientist
Yale Medical School
1960’s published 1990
Nonmammalian or Triune BrainEvolutionary theory
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NRMI scan of Decision Making part of brain (Blue)
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Results feed into
Customer personas
Brand discussions
IP Protection strategy
You becoming an expert
Your confidence!
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Our “Case Study”
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The 4 Parts
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Introduction
Face-2-face > phone > email
“Beneficiary”, “Customer” or “User”
Create empathy / connection / rapport
IntroductionUse “because”
Use recognised brand (if possible)
Ask permission for their time
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“Hi, I often walk past your shop and wondered if you had a six minutes to help
me with some research because I’m writing a report for my boss.”
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“Hi, I often walk past your shop and wondered if you had a six minutes to help
me with some research because I’m writing a report for my boss.”
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“Hi, I often walk past your shop and wondered if you had a six minutes to help
me with some research because I’m writing a report for my boss.”
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“Hi, I often walk past your shop and wondered if you had a six minutes to help
me with some research because I’m writing a report for my boss.”
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“Hi, I often walk past your shop and wondered if you had a six minutes to help
me with some research because I’m writing a report for my boss.”
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“Hi, I often walk past your shop and wondered if you had a six minutes to help
me with some research because I’m writing a report for my boss.”
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Demographics
Has this problem?
Size of business
Age, trade, etc.
Could close interview if not right person.
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We know they are our demographic.
They are a florist?
(not customer, employee?)
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Discovery – looking for
Facts (why it’s a problem)
Time (when it happened, how long to fix)
Costs/money (current solution, budget)
Impact (desire to fix the problem)
Language (terminology)
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Where to get questions
Look at Value Proposition
Three highest impacts if wrong?
Formulate question to test
Why, When, What, Where, How
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Assumptions:
1. Flowers dying is a major cost to owner.
2. Owners throw old flowers away.
3. Florists don’t know age of flowers.
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“I know that running a florist has a lot of challenges, would you mind telling me what
the biggest challenge was yesterday?”
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“I know that running a florist has a lot of challenges, would you mind telling me what
the biggest challenge was yesterday?”
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“I know that running a florist has a lot of challenges, would you mind telling me what
the biggest challenge was yesterday?”
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“I know that running a florist has a lot of challenges, would you mind telling me what
the biggest challenge was yesterday?”
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ListenUse “Oh, I see”, Silence, “Hmmm..”Encourage storiesTake (mental notes) of Pains & GainsListen
Continue withclarificationnext question
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Close
“What did I not ask?
“Would you like to know the results of my research?”
“Who else do you suggest I interview?”
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Tips so far…
1. Talk about the past
2. Empathy – language
3. Listen for Pains & Gains
4. Silence is golden (also “Um”, “OK”)
5. Encourage stories (“Tell me about when…”, “Can you expand on …”)
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6. “Why?”
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7. Your Product
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8. One view is not proof!
< 10 low confidence OR interviewees too similar
Around 40 - diminishing returns, increasing confidence
100+ Confident about problem & ecosystem
400+ Some investors ask for evidence..
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9. Don’t lead witness
When would you use my app?
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9. Don’t lead witness
When would you use my app?
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9. Don’t lead witness
When would you use my app?
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10. Don’t justify
Listen – disagreement is valuable
How you come across
Something you didn’t expect
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When you leave…
Write up your notes.
Review impact of learnings.
Improve questions.
Test new assumptions?
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Poll
What would you like the next webinar to be:
What is the Value Proposition?
Where to find first interviewees
Where to find more interviewees
How do I combine all the results?
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Next webinar: Where to find interviewees
Wednesday, 20-Mar-19
Same place, same time12:30 or 20:00
Invite others!
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What next?
https://www.briandorricott.com.au/webinar-190220/
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Mastermind Group
People similar position as you.
Benefit of brainstorming your current problem/ideas.
Only 8 people.
Email [email protected]
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Any Questions