What do your customers really think? Guide to interviews & surveys by Kameel Vohra
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What do your customers really think? Guide to interviews & surveys by Kameel Vohra at EIA Porto 2022
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What do your customers really think? Guide to interviews & surveys by Kameel Vohra
- 1. www.kameelvohra.com Hello Customer Surveys & Interviews v1.3
- 2. www.kameelvohra.com LinkedIN: linkedin.com/in/Kameel Website: kameelvohra.com Kameel Vohra Global Product Marketing Manager Dell Author of Anika Books
- 3. www.kameelvohra.com Remember that survey we did yesterday?
- 9. www.kameelvohra.com What do we KNOW? • What you think their problem is • What you think they want • Who our potential audience might be • How much you think they will pay to solve it You, You, You & Maybe a.k.a “Nothing… yet”
- 10. www.kameelvohra.com 10.4 sources of info used by shoppers
- 11. www.kameelvohra.com “THE KEY TO ANY SUCCESSFUL MARKETING STRATEGY, CAMPAIGN OR TACTIC IS CUSTOMER CENTRICITY. AT DELL, GIVING OUR CUSTOMERS WHAT THEY WANT AND NEED IS IN OUR DNA…” Alison Dew, Chief Marketing Officer, Dell
- 12. www.kameelvohra.com Opinions, facts, qualitative & quantitative data Image credit: Indeed UX Research Manager Dave Yeats using cmx.io
- 13. www.kameelvohra.com Data is key to understanding our customers
- 14. www.kameelvohra.com Science Fiction vs Science Fact Surveys (Quantitative) Interview (Qualitative) Observation (Discovery) 3rd Party Research & Proxy Data
- 15. www.kameelvohra.com What do I *ask* my customers? • Run through the customer journey • Identify your assumptions, survey to validate them • Use Who, what, where, when, why, how – Make a sentence and include the word “buys” • Who buys the groceries? Where do they buy them from? When do they normally buy? Why on Sunday? How do they get there/place an order?
- 17. www.kameelvohra.com Size matters. • The right sample size (300+) • The right people (not your mum) • If you can’t find enough people to survey – how will you find enough people to sell to? Image credit: https://www.surveymonkey.com/mp/sample-size/ So does quality.
- 18. www.kameelvohra.com It’s about confidence • No data • Some data • Statistically relevant data • Too much data • Big data • Lawnmower man
- 19. www.kameelvohra.com Starting with surveys • Use an online survey tool • Start with social media • Pay to target your audience if necessary
- 20. www.kameelvohra.com It’s cheaper to survey than to fail
- 23. www.kameelvohra.com “Be prepared with some specific goals for the conversations so you have key learnings. Be flexible and allow the conversation to just flow in whatever direction it needs to go. Ask lots and lots of follow up questions.” Eli Schwartz Director, Survey Monkey @5le elischwartz.co What’re some interview best practices?
- 24. www.kameelvohra.com Hush…. Image credit: Kristina Flour (Unsplash)
- 25. www.kameelvohra.com Quantitative Questions Good: How often do you order groceries online? Almost every day / Once or twice a week / Every fortnight / Once a month / Not at all Bad: How often do you order groceries online? Rarely / Not Often / Sometimes / Regularly / All the time Terrible: Do you order groceries online? Yes / No
- 26. www.kameelvohra.com Avoid Leading/Biased Questions Good: Which online portals do you buy your groceries from? Bad: So I guess you buy your groceries from Amazon? Terrible: Everyone buys their groceries from Amazon these days right? (Are you looking forward to the amazing new Avengers movie?)
- 27. www.kameelvohra.com Chocolate or Vanilla? “Wouldn’t it be great if …?” Everybody likes ice creams Do not offer ice creams
- 28. www.kameelvohra.com Why, why, why… • The 5 Whys (1930). Sakichi Toyoda. Founder of Toyota Industries. • It’s a 6 Six Sigma technique (fancy!) • It’s a rule of thumb, know when to stop.
- 29. www.kameelvohra.com Summary: Find your inner interrogator reporter • Your guest is the expert. Not you. • Be prepared. Script an outline • Get answers to key data points • Let the conversation flow • Silence is your friend. Don’t ramble. • Observe & record facts. Not opinions
- 30. www.kameelvohra.com Group Interviews • 6-10 Customers in a room • Give everyone a sheet with one question & simple multiple choice answers to fill (with room for comments) • Describe ea situation, ask them to pick an answer & collect the answers • Discuss & make notes on topics that come up • Best done with qualified customers • Be careful of group think & dominating personalities
- 33. www.kameelvohra.com “If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” ― Sun Tzu, The Art of War
- 34. www.kameelvohra.com TLDR: (a.k.a. Take a photo of this slide) • Use the right sample audience (rubbish in – rubbish out) • Identify your assumptions • Validate as many assumptions as possible • Use quantitative data with qualitative (quotes) to support/disprove your assertions • Be clear on what you need to know • Listen. Let the customer do the talking • Do not ask leading questions
- 35. www.kameelvohra.com Thank You Thanks for listening. I hope you found this helpful. Connect with me on: LinkedIN.com/in/kameel
- 36. www.kameelvohra.com Asking relevant questions 1. Do you know who they are, their title, gender, approximate age, etc.? 2. Who orders staplers? a. Me! b. Someone else. c. No idea. They just magically appear on my desk Who
- 37. www.kameelvohra.com 3. How many staplers do you have in the office? a. We don’t use staplers b. < 100 c. More than 100 d. I have no idea 4. What brand of staplers are you currently buying? a. Stapilo-X b. Staple-matick c. Other (Please specify) Asking relevant questions What
- 38. www.kameelvohra.com 5. What issues do you face with your current brand? a. Multiple selection 6. What headaches do you face when ordering? a. Multiple selection Asking relevant questions Why
- 39. www.kameelvohra.com 7. Where do you usually purchase from? a. Amazon b. Tesco c. Sainsbury d. The convenience store near my home e. No preferred vendor, anywhere really 8. Which country/state do you live in? a. Dropdown list Asking relevant questions Where
- 40. www.kameelvohra.com 9. How do you select the brand? Are there any criteria? a. Multiple selection or open question 10. Does the stapler need to be listed on a particular purchasing system? a. Multiple selections or open question 11. Who selects the brand of stapler? a. Me! b. Someone else. c. It’s selected based on a vote by the procurement committee Asking relevant questions How
- 41. www.kameelvohra.com 12. How often do you purchase staplers? a. Whenever we need a new one b. At the end of every month c. Quarterly d. Once a year Asking relevant questions When
Editor's Notes
- Questions that start with “who,” “what,” “where,” “when,” “how,” or “why” have high probability of thoughtful responses, whereas those that begin with “would,” “should,” “is,” “are,” and “do you think” can limit your answers. This isn’t a survey, don’t limit people to yes/no options. Who? What? Where? When? Why? How? – 5 basic journalist questions 50% of our customers order chocolate ice cream
- How many people have (1) got a product in mind? (2) know who to sell it to? (3) know approximately how much for? (4) know why the customer is buying?
- Flow, don’t ramble, make notes & look for clues, follow their lead but stay on track.
- When people are nervous, they tend to ramble, and their questions tend to trail off into series of possible answers. (“What’s the most effective way to find a good programmer? Is it to search on Monster or to go on LinkedIn or to talk to people you know or … uh… uh… yeah, is it to, um…is there another job site that’s good …?”) You’re the one with the question; why are you doing all the talking? Terminate the sentence at the question mark. It’s OK to be brief. On that note, learn to be comfortable with silence. Allow your respondent to think; don’t jump in with possible answers after a few seconds pass. You won’t get answers if you keep talking, and you’ll rarely learn anything if you offer all the answers. - Shane Snow, https://www.fastcompany.com/3003945/one-conversational-tool-will-make-you-better-absolutely-everything
- Margot Kidder