How To Interview Potential Customers (Uncover CRITICAL Research!) @TenTonOnline

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Transcription:

how to interview potential customers

Here's yet another approach to market research: Just ask! Yes, simply ask people -- what a concept! It's so simple that it's very often completely overlooked. But the trick here to make sure that you're asking the right people.

That is, people who are members of the target market you want to serve. Asking Auntie Kathleen, your friends at the pub, or the old-timers who feed the pigeons down at the park won't do you much good if they aren't the sorts of people your business will be serving.

They don't have the problems your target audience has. They don't struggle with the same issues. So while it may be well intentioned, their input isn't very useful. What we want here are hard facts, not opinions, right?

So instead, consider interviewing a handful of people who are members of the audience you're serving. Meet them for coffee or online via Zoom or Skype. Ask them about their challenges, what drives them crazy, and what results they want for themselves.

Ask them things like, "What are you having a hard time with related to...?" and "What's your number one challenge with...?" or "Where are you stuck and what doesn't make sense about...?"

Then listen...really listen. Empathize with them and where they are. They're frustrated and stuck! And like a detective, be ready with some follow-up questions like, "What makes you say that?" or "What do you mean by that?" and "Can you tell me more about that?"

Of course, you'll want a way to record these interviews. Hopefully the person you're interviewing won't mind. I've done many of these over the years and they're a goldmine of insights and data that I never would have guessed on my own sitting at my desk staring at the ceiling.

But there is a big challenge with interviews: The person you're interviewing has to feel totally relaxed and comfortable. This allows them to "get in the zone" and open up. Otherwise, you're kinda putting them on the spot.

If they aren't in the right headspace, then you're asking them to come up with fast answers to big questions that they probably aren't thinking about right now. And so, they're likely gonna come up empty...and that's a ripe opportunity for false data.

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