18 tips on conducting killer customers interviews

Click here to load reader

Post on 11-Aug-2014

11.304 views

Category:

Business

3 download

Embed Size (px)

DESCRIPTION

**** Learn more about Customer Interviews and other Pre-Agile methodologies by signing up for the announcement list for our upcoming book: http://bit.ly/PreAgileBook **** Are you trying to build a new product? Add features to an existing one? If you're going through the process of Customer Development, you'll want to know the best practices for conducting Customer Interviews. And if you're not doing this already, this is a great primer on how and why you should start!

TRANSCRIPT

  • Everything you need to know in 100 slides or less* 18 Tips and Tricks on Conducting A Killer Customer Interview Customer Interviews *The slides are short. Itll go fast, I promise. Want to learn even more? Were writing a book: Pre-Agile Methodologies: A Tactical Guide To Not Building The Best Wrong Thing. Go to http://bit.ly/PreAgileBook to never build the wrong thing again.
  • Startups, SMBs, or F500 How Do Companies Die? Customer Interviews Step 1) Stop building what people want.* Step 2) ??? Step 3) Run out of money. *This assumes no tax fraud or other illegal activity. But if you had to learn that from a SlideShare presentation, maybe you should be in another line of work. Like working for Enron.
  • No one TRIES to disregard customers. The Status Quo Customer Interviews Sometimes they listen to the wrong sources. Sometimes the customers theyre listening to are no longer representative of where the market is going. And sometimes, like in the case of millennials, its a new customer segment that isnt well understood.
  • How do companies listen now? The Status Quo Customer Interviews Market Research Reports Trend Analysis Competitive Analysis Keeping up with the Joneses Intuition Solving their own problems
  • Stuff people dont care about Customer Interviews 1. Corporate initiatives 2. Internal Politics 3. Industry Trends 4. Features 5. Technology
  • Stuff people DO care about Customer Interviews 1. Having their problems solved.
  • So how do you know how to solve their problems? Customer Interviews
  • ... How do you even know what their problems are? Customer Interviews
  • By talking directly to customers. Customer Interviews
  • Because it turns out... Customer Interviews
  • You are not Charles Xavier. Customer Interviews
  • So why try to read minds... ... when you could just ask them? Customer Interviews
  • Part 1: The Rules to Customer Interviews Part 2: Techniques For Getting Stories Part 3: FAQ What do we need to know? Customer Interviews
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #1: No Ice Cream Questions The Rules Customer Interviews The answer to the question Do you want ice cream? is always Yes!
  • Rule #1: No Ice Cream Questions The Rules Customer Interviews What sane and rational person would answer No to this question?
  • Rule #1: No Ice Cream Questions The Rules Customer Interviews But the answer to the question Do you want this ice cream that costs $250? might turn out to be ... No.
  • Rule #1: No Ice Cream Questions The Rules Customer Interviews Ice cream questions are when you withhold information and dont reveal all the costs associated with a benet.
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #2: Pull, dont Push The Rules Customer Interviews The goal of these interviews is to learn about their problems. You want to PULL information out of your interviewee. You do not want to PUSH your ideas on to them. For example...
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #3: No Leading Questions The Rules Customer Interviews Subjects answering the question: Do you get headaches frequently and, if so, how often? reported an average of 2.2 headaches per week.
  • Rule #3: No Leading Questions The Rules Customer Interviews While subjects answering the question 'Do you get headaches occasionally and, if so, how often?' reported only 0.7 per week. [John Hayes, Interpersonal Skills at Work. Routledge, 2002 referencing Loftus (1975)]
  • Rule #3: No Leading Questions The Rules Customer Interviews Youve suggested the answer is by the phrasing of the question Youve lead them to where you want them... which is Push. Remember, you want to PULL information out of them.
  • Rule #3: No Leading Questions The Rules Customer Interviews Decisions based on bad data are worse than decisions based on no data.
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #4: Past Behavior vs Future Behavior The Rules Customer Interviews How often are you going to work out at the gym next year? Im going to work out 3 times a week, every week. How many times a week have you been working out? Uh... zero.
  • Rule #4: Past Behavior vs Future Behavior The Rules Customer Interviews How often are you going to work outat the gym next year? Im going to work out 3 times a week, every week. How many times a week have you been working out? Twice a week, every week.
  • Rule #4: Past Behavior vs Future Behavior The Rules Customer Interviews It is incredibly difficult and rare for people to drastically alter their behavior. What a person HAS been doing is a great predictor of what they will do in the future.
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #5: Actual Self vs. Ideal Self The Rules Customer Interviews Please describe your diet. I eat mostly Paleo. Meats, veggies, nuts... a little bit of fruit, sometimes milk.
  • Rule #5: Actual Self vs. Ideal Self The Rules Customer Interviews Describe your last meal. We were in a rush to get to the Kanye concert, so I grabbed a slice of pizza on the way. After the show, we grabbed some Hot Dogs from a street vendor, then when I came home I had gummy bears and a peanut butter and jelly sandwich.* *This example, unfortunately, is not ctional.
  • Rule #5: Actual Self vs. Ideal Self The Rules Customer Interviews If you ask someone to describe themselves, they will tell you about their Ideal Self. How they see themselves. How they want to be. Ask for a story about the last time, and you will discover their Actual Selves.
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #6: No Pitching The Rules Customer Interviews Would you use a shampoo that made your dog not smell bad anymore?
  • Rule #6: No Pitching The Rules Customer Interviews 1. Possible violation of Rule #1: There is probably more information they need to give a real answer. 2. Violating Rule #2: Youre supposed to be looking for (pulling) problems, not pushing solutions. 3. Violating Rule #4: Past behavior/Future Behavior 4. Violating Rule #5: Ideal Self vs. Actual Self
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: N of 1 is Not Proof Rule #8: No Seeding. Rule #9: Stories > Statements Part 1: The Rules Customer Interviews
  • Rule #7: N of 1 is Not Proof The Rules Customer Interviews N is a statistical term for sample size. N of 1 means you have a sample size of 1. Thats not good.
  • Rule #7: N of 1 is Not Proof The Rules Customer Interviews Youre looking for qualitative data, not quantitative. You dont need to achieve statistical signicance. But making decisions based on what you learned from a single person is dangerous.
  • Rule #7: N of 1 is Not Proof The Rules Customer Interviews Examples: I ride the bus. This product is solving my problem, so I know what I need to do. The guy on the bus said he doesnt really care how long he waits for the bus, so were pivoting to something different. The woman at the bus stop said she always checks the bus schedule online before she leaves, so were denitely on to something!
  • Rule #7: N of 1 is Not Proof The Rules Customer Interviews Any one of these behaviors could be representative of a larger population. But, any of these behaviors could also be exceptions to the norm. Keep interviewing people until youre hearing the same stories over and over and over again.
  • Rule #1: No Ice Cream Questions Rule #2: Pull, Dont Push Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual S