Post by account_disabled on Jan 25, 2024 5:41:17 GMT -4
The marketer and the client are creatures from different planets. You may think that red bags sell well because they are made of great leather. And it turns out that “now the shade of solferino is in trend, I saw the same one on Masha, and this handbag fits perfectly with my favorite lipstick.” So if you want to sell a lot, find out from the client himself how he sees the product and what he wants. In this article we will talk about how and what to ask him. Reading time: 14 minutes Determining the respondents Underwater rocks Where to look for respondents How to encourage participation in an interview What not to do during an interview Questions: thematic blocks 1. History of purchase or use of an item/service 2. Problems and difficulties 3. Positive experience 4. The principle of choosing a product in the future .
Security Fax Lists question How many interviews do you need to conduct for research? Conclusions: what can be concluded based on an in-depth interview? We have already touched on the topic of how to find out customer preferences and why this is needed in an article about the 4P theory . Today I will tell you in more detail about the method of collecting information - in-depth interview . This is an informal conversation with the consumer, which allows you to get detailed answers to questions of interest to the marketer. That is why I recommend conducting it verbally - in person, via Skype or telephone. Why correspondence fails in this regard: most people do not like to write and will answer concisely; it is impossible to ask again if the answer is unclear; It’s difficult to understand emotions from the text: what qualities of the product cause the wow effect and how strong the “pain” is.
Determining the respondents First, you need to clearly define what kind of user experience you are interested in. Only based on this, you can obtain data that is useful specifically in your case. For example, it makes no sense for a developer to collect reviews from people who rent an apartment, but buyers are what they need. In addition, you need to consider: “freshness” of experience – no more than six months; a suitable region (unless you are interested in research across the whole country); gender, age and other characteristics that are inherent in the target audience. Underwater rocks It happens that you found a respondent, interviewed and... suddenly it became clear that someone else was involved in the purchase process.
Security Fax Lists question How many interviews do you need to conduct for research? Conclusions: what can be concluded based on an in-depth interview? We have already touched on the topic of how to find out customer preferences and why this is needed in an article about the 4P theory . Today I will tell you in more detail about the method of collecting information - in-depth interview . This is an informal conversation with the consumer, which allows you to get detailed answers to questions of interest to the marketer. That is why I recommend conducting it verbally - in person, via Skype or telephone. Why correspondence fails in this regard: most people do not like to write and will answer concisely; it is impossible to ask again if the answer is unclear; It’s difficult to understand emotions from the text: what qualities of the product cause the wow effect and how strong the “pain” is.
Determining the respondents First, you need to clearly define what kind of user experience you are interested in. Only based on this, you can obtain data that is useful specifically in your case. For example, it makes no sense for a developer to collect reviews from people who rent an apartment, but buyers are what they need. In addition, you need to consider: “freshness” of experience – no more than six months; a suitable region (unless you are interested in research across the whole country); gender, age and other characteristics that are inherent in the target audience. Underwater rocks It happens that you found a respondent, interviewed and... suddenly it became clear that someone else was involved in the purchase process.