So you can see here how there’s an opportunity to use the data and the interview insights together to make smarter decisions. You can get to insights like that for your organization too. Let’s talk about some tips that are going to help you make smarter interview decisions.

So the first one is to talk to a spectrum of users who represent your ideal audience. Maybe, like with this berry example, their ideal customer tends to skew slightly female. You would want that group of people, that you’re talking to, to skew that way too. Perhaps they have a little more disposable income. That should be reflected in the group of people that you’re interviewing and so forth. You get it.

The next one is to ask day-in-the-life

open-ended questions. This is really important. If you Machinery, Computer Equipment Manufacturers Email List ask typical marketing questions like, “How likely are you to do this or that?” or, “Tell me on a scale of 1 to 10 how great this was,” you’ll get typical marketing answers. What we want is real nuanced answers that tell us about someone’s real experience.

So I’ll ask questions like, “Tell me about the last time you bought a food gift online? What was that like?” We’re trying to get that person to walk us through their journey from the minute they’re considering something to how they vet the solutions to actually making that purchase decision.

Next is don’t influence the answers

You don’t want to bias someone’s DW Leads response by introducing an idea. So I wouldn’t say something like, “Tell me about the last time you bought a food gift online. Were you worried that it would spoil?” Now I’ve set them on a path that maybe they wouldn’t have gone on to begin with. It’s much better to let that story unfold naturally.