A well conducted market research interview can discover the real reasons people use your service – and some of those answers may surprise you.
I am sure you can detail all the very specific practical benefits of your service but sometime it is the more intangible factors that people appreciate. For example, one of the things I really value about one of my suppliers is how calm they are when faced with a problem.
What do your customers love about your business?
WHY IS THIS
HELPFUL?
This means that you can then connect with potential customers in a very specific and more relevant way, thereby enabling you to produce more effective marketing material.
(Of course this also links back to understanding who your target customers are.)
THE OPPOSITE APPROACH
Issues flagged up here can often be easily fixed, helping you retain that customer on a long-term basis and, as we all know, your existing customers are your most valuable asset.
Plus, these types of “we have been listening” updates make great newsletter content, again helping you with your marketing messages.
THE PROCESS - HOW I CAN HELP
However, the qualitative nature of such a project allows the interviewer to depart from this plan if they consider it may elicit useful information.
Whilst the main interview structure should always be completed, in my experience (nine years of working on qualitative research projects) often the most illuminating comments result from those non-scripted moments.
