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Maeghan Smulders - Customer Interviews

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@ m a e g h a n s m u l d e r s
C u s t o m e r I n t e r v i e w s
c u s t o m e r a n d m a r k e t d e v e l o p m e n t

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Hi again. 😊
@maeghansmulders

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@maeghansmulders
YAY!

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Maeghan Smulders - Customer Interviews

  1. 1. @ m a e g h a n s m u l d e r s C u s t o m e r I n t e r v i e w s c u s t o m e r a n d m a r k e t d e v e l o p m e n t
  2. 2. Hi again. 😊 @maeghansmulders
  3. 3. @maeghansmulders YAY!
  4. 4. @maeghansmulders Customer Interviews
  5. 5. @maeghansmulders Talking to potential customers helps you to better understand their wants, needs, and consequently - create a better product.
  6. 6. @maeghansmulders are important at every stage of your business.
  7. 7. @maeghansmulders Customer interviews can provide insight for almost half of your business model!
  8. 8. Say whhhattttt!?
  9. 9. @maeghansmulders Marketing & Sales Strategy Pricing & personas Product strategy & messaging Pitch
  10. 10. @maeghansmulders Connect
  11. 11. @maeghansmulders What kind of data do you get from interviews?
  12. 12. @maeghansmulders Quantitative Data
  13. 13. @maeghansmulders Qualitative Data
  14. 14. Surveys. Product Data. In-person interviews. @maeghansmulders
  15. 15. Surveys. Product Data. In-person interviews. @maeghansmulders
  16. 16. To get started, you need.. @maeghansmulders
  17. 17. Group of people @maeghansmulders
  18. 18. @maeghansmulders Start with your customer personas.
  19. 19. Friends & family who fit your persona Guerrilla interviews - take to the streets! G R O U P O F P E O P L E @maeghansmulders
  20. 20. Friends & family who fit your persona Guerrilla interviews - take to the streets! G R O U P O F P E O P L E @maeghansmulders 5-10 Interviews
  21. 21. @maeghansmulders Group of people List of questions
  22. 22. Preparation is key, write a script for all your questions. Your goal is to listen and learn. Q U E S T I O N S & P R E PA R AT I O N @maeghansmulders
  23. 23. @maeghansmulders 1.) Get to know the person you are interviewing 2.) Learn about their problems 3.) What solutions they’ve tried 4.) Ask about their emotions and motives 5.) Introduction to your solution Genre of questions
  24. 24. @maeghansmulders Use words/phrases like “show me”, “tell me more”, “what’s a real world example of that”, “why”, “who”, “how come”, “tell me that story”, “how do you do that right now”, “sketch that” “how do you” etc. •
  25. 25. Biased questions. Try not to tell them it’s “your new product idea”. T H I N G S T O AV O I D … @maeghansmulders
  26. 26. @maeghansmulders “My company X is working on an app for people who love watching TV on their phone or tablet but hate having multiple services like Netflix, Disney+ and Cable TV.”
  27. 27. @maeghansmulders “This is a service for people who love watching TV on their phone or tablet but are annoyed by the way current services work today.”
  28. 28. Avoid asking “what do you want" or close ended questions. Standardize some answers T H I N G S T O AV O I D … @maeghansmulders
  29. 29. @maeghansmulders 🔴 How many times do you use X app? Rarely / Not often / Sometimes / All the time 🔴 Do you use X app? Yes / No 🟢 How many times do you use X app? Every day / A few times a week / Once a week / Once a month / Not at all.
  30. 30. @maeghansmulders 🔴 Are you satisfied? 🟢 How satisfied or dissatisfied are you with this process and why? 🔴 Did it act as you expected? 🟢 What would (did) you expect to happen? 🔴 Does that work for you -or- What do you think about that? -or- Have you done this before? 🟢 What kinds of questions or difficulties did you have when doing this in the past? 🔴 Do you like this? Do you use X? 🟢 What would you change about X? 🔴 Would you pay $150 a month for this product? 🟢 Tell me about how much you would pay for a similar product?
  31. 31. Try not to influence the interviewee’s answers. T H I N G S T O AV O I D … @maeghansmulders
  32. 32. @maeghansmulders 👩🏫 - Do you use a movie subscription service? 🧑🦰 - Yes, Netflix… It has tons of films and series. 👩🏫 - Why do you like watching films and series on Netflix, have you tried any other movie services? 🧑🦰 - They’re HD and I pay only $10 a month. I don’t know of any other services. 👩🏫 - Why do you think $10 is a reasonable price? *awkward silence*………………. 🧑🦰 - Because I can’t afford renting movies every day but I can afford $10 a month. 👩🏫 - Why?….
  33. 33. @maeghansmulders Group of people List of questions A plan
  34. 34. Record a voice memo if you can. Have a script with questions in hand. Pick a team lead - who will lead the interview with participant and who will observe. A P L A N T O D O C U M E N T @maeghansmulders
  35. 35. @maeghansmulders in the beginning: 1) Hi there, before we start I wanted to ask if it was okay for me to record this interview for internal use. 2) The goal of today is to ask you # of questions about how you currently deal with XYZ problem. 3) Do you have any questions before we start? Great! Let’s jump in. — ALL YOUR QUESTIONS — in closing: 4) Thank you so much for your time and insight. 5) Would you be interested in being contacted about our service and when it is available in a few weeks? (Collect email)
  36. 36. @maeghansmulders
  37. 37. @maeghansmulders Group of people List of questions Analyze A plan
  38. 38. Find the trends. Were there commonalities among your interviews? A N A LY Z E @maeghansmulders
  39. 39. @maeghansmulders
  40. 40. The learnings you take away from these interviews will give you confidence in your idea moving forward. Or will show you that you need to pivot and learn more about the underlying problem at hand. @maeghansmulders
  41. 41. @maeghansmulders Interview ready!
  42. 42. @maeghansmulders
  43. 43. @maeghansmulders SoundCloud: https://soundcloud.com/foundingfreedom/sample-customer- discoverydevelopment-problem-interview 7 . 4 0 T I M E S TA M P
  44. 44. @maeghansmulders R E A L P R O B L E M S
  45. 45. @maeghansmulders R E A L P R O B L E M S E M O T I O N S
  46. 46. @maeghansmulders R E A L P R O B L E M S E M O T I O N S S O L U T I O N S T H E Y H AV E T R I E D
  47. 47. @maeghansmulders Once you have enough data. Update your product strategy accordingly.
  48. 48. @maeghansmulders Finishing your day like…This is my nephew and I taught him to dance.
  49. 49. @maeghansmulders To recap…
  50. 50. @maeghansmulders Preparation is key
  51. 51. @maeghansmulders Listen
  52. 52. Find the trends @maeghansmulders
  53. 53. @maeghansmulders Keep Validating
  54. 54. Thanks so much. If you have feedback or want to get in touch, I’m online! @maeghansmulders
  55. 55. @maeghansmulders Some resources: https://medium.com/@johnpcutler/50-interview-questions-for-b2b- saas-customer-research-ecdc093c5127 https://www.quora.com/What-are-your-favorite- questions-to-ask-customers-when-validating-a-product- or-feature
  56. 56. B 2 C • Do you have problem x? • How much does problem X cost you? • Would a product or service like this solve your problem? • How often does this problem occur? • How does it solve problem X? • Does this create any new problems? • What is your background? • Have you tried to solve this problem? How? What did you do / what were the results? • What does the perfect solution have? B 2 B • What might prevent you from using XYZ product? • How are decisions and approvals made in your organization? • Can you tell me how you solve this pain point today? • What tasks are you responsible for doing in your business day to day?  • Who is affected by XYZ problem? • Who else, other than you would be involved in or impacted by the decision to use this product? • How much time and money are you currently investing into solving XYZ problem? • Can you walk me through the last time you experienced this pain point and what you did? @maeghansmulders

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