Marketing Interviews: 4 Key Types for Success

Contents:

• Deep Interviews: What They Are and How to Conduct Them Effectively
• Problem Interview: Identifying Client Pain Points
• Solution Interview: How to Test the Value of Your Product
• Interviews with Experts: The Key to Understanding the Market and Consumers

Deep interviews: what are they and how to conduct them effectively

Deep interviews are An important qualitative research method in marketing. They involve informal conversations with target audience members that help elicit deep insights and understand consumer motivations. This method allows researchers to gather valuable information about customer preferences and needs, as well as how they perceive products and services. In-depth interviews facilitate deeper analysis and the development of strategies based on real consumer expectations and preferences. Using this method can significantly improve the effectiveness of marketing campaigns and contribute to improving the offering for the target audience. To conduct a successful interview, it is important to develop a script with questions in advance, which will serve as the basis for the conversation. The topics of the questions should be aligned with the objectives of your research. In this article, we will present several universal recommendations and effective practices that will help you conduct a high-quality interview. Preparing questions not only structures the conversation, but also allows for a deeper understanding of the respondents' opinions, which subsequently contributes to a more qualitative analysis of the obtained data.

The optimal length of an in-depth interview is between 40 and 60 minutes. Short conversations may fail to establish the necessary emotional connection with the respondent and may miss important insights. At the same time, interviews that are too long, exceeding 60 minutes, can cause respondent fatigue, which will negatively impact the quality of the answers provided. The right balance of time promotes deeper and more productive discussions, which ultimately leads to more valuable research results.

Open-ended questions are a key element of your interview. They encourage detailed responses and allow respondents to freely express their thoughts and feelings. Typically, such questions begin with the word "why," which helps to more deeply explore the participants' motivations and experiences. Using open-ended questions in interviews allows you to uncover topics that may be important for understanding the context and respondents' perceptions of the issues being discussed.

Feel free to ask follow-up questions. If you notice an emotional response from a respondent, apply the "five whys" method. This method helps us gain a deeper understanding of the problem by asking consistent, probing questions, which facilitates a more detailed analysis of the situation and identification of root causes.

During our study of taxi rides, we recorded an interesting dialogue that illustrates the process of gaining valuable insights. This interaction highlights the importance of communication between the customer and the driver and its impact on service quality and passenger satisfaction. Analyzing these conversations allows us to identify key aspects that can improve taxi service and enhance the user experience.

When you use a taxi, what difficulties do you face? Every passenger can face different problems, such as high fares, long waits, incompetent drivers, or poor service. Furthermore, it can be difficult to find a reliable taxi, especially during rush hour or in unfamiliar areas. It is important to consider these aspects to make the ride more comfortable and safe. How do you cope with these difficulties, and what solutions can you offer to improve taxi service?

A female passenger expresses dissatisfaction with dirty cars. This problem is becoming increasingly important, as dirty cars not only spoil their appearance but can also negatively impact their performance. Regular car washes are essential for maintaining their aesthetics and performance. Cleaning your car helps prevent corrosion, preserves the paint, and improves visibility on the road. In urban environments, where dust, dirt, and road chemicals can accumulate very quickly, it's important to consider the need for regular cleaning. Discussing this issue can lead to solutions, such as automated car washes or professional car wash services, that will ensure your vehicle remains clean and lasts longer. Me: "Why are you concerned about this? What negative consequences do you experience from dirty cars?"

Interviewee: "I prefer to take a taxi when I go to the gym because dirty bags make me irritated!"

Again I ask: "What's so difficult about that?"

Interviewee: "I often get my bags dirty, and it takes a lot of effort to clean them!"

How does this affect your mood? Understanding the influence of various factors on our emotional state is a key aspect of psychology. Mood can be changed by external circumstances, physical factors, and even social interactions. Being aware of these influences helps us better manage our emotional state and find ways to improve our mood during challenging moments. Developing self-regulation and mindfulness skills can significantly improve quality of life and overall emotional well-being.

Interviewee: "It makes me irritated!"

It is important to carefully monitor "deviations" in respondents' answers, as these are where valuable insights can emerge. Interesting and unexpected insights often emerge when respondents share their opinions. As Mikhail Voitko, a Customer Development specialist, notes, "The scenario for which a product was designed may not match the actual expectations of users. They may be looking for a completely different solution to their problem." Therefore, analyzing deviations in responses can be key to improving a product and its alignment with the needs of the target audience.

Research the respondent's experience to separate genuine customer feedback from common stereotypes. If a user finds your online service complex, it is important to find out what specific tasks they solved and what difficulties they encountered. This will allow you to more accurately understand which aspects of your service require improvement and how its usability and functionality can be improved for users.

When conducting interviews, it is important to control your speech volume. Inexperienced interviewers often talk too much, which limits respondents' ability to share their thoughts. An effective way to improve the interviewing process is to work in pairs. One person asks questions, and the other observes and makes recommendations, which allows you to better manage the dynamics of the conversation and receive more complete and meaningful answers.

Don't forget to include two key questions in your script: "Is there anything I forgot to ask?" and "Who else would you recommend talking to?" These questions will allow you to gain additional information and expand your network, which can be useful for a deeper analysis and understanding of the topic.

In this section, we presented general guidelines for conducting in-depth interviews. In the next section, we will take a closer look at the three main types of interviews: problem, solution, and expert. We will discuss their key features and methods for conducting them effectively, which will allow you to better prepare for each of these formats.

Problem Interview: Identifying Customer Pain

Problem interviews play a key role in the product development process, as their goal is to determine whether the customer has a problem that your product can solve. This stage is critical, as it helps uncover the real needs of users and understand what solutions will be most effective. A well-conducted interview allows you to gather valuable information that contributes to the creation of a product that best meets the expectations and requirements of the target audience.

When preparing for an interview, a hypothesis about potential problems is formulated, which should be confirmed or refuted during the conversation. If the hypothesis is confirmed, solution development begins; if the hypothesis is not confirmed, further research continues. This approach allows for a deeper understanding of the problem and the development of effective strategies for solving it.

• about the client's needs and objectives;
• about the difficulties they face;
• about current solutions to the problem;
• about the degree of satisfaction with existing options - and the reasons for dissatisfaction.

The Jobs To Be Done methodology is an effective tool for generating hypotheses in business. This approach allows for a deeper understanding of what problems customers are trying to solve with your product or service. For example, users are not just looking for a food aggregator; they want a convenient and fast way to order delivery from restaurants. Understanding these needs will help create a more targeted and relevant product that truly solves customer problems and improves their experience.

According to the Jobs To Be Done methodology, customers can be divided into different segments. For one group of customers, fast delivery and competitive prices are a priority, while another group focuses on a unique experience and a variety of dishes on offer. Understanding these differences allows companies to more accurately target their offerings and improve customer service.

Socio-demographic analysis often does not provide a clear understanding of user motivations. The Jobs To Be Done methodology helps to gain a deeper understanding of the reasons why customers choose certain products. Therefore, segmentation of the target audience for problem-solving interviews should be based on user tasks and needs, rather than their demographic characteristics. This approach helps to more accurately identify real customer needs and improve the quality of products and services.

Ivan Zamesin's book "How to Make a Product" provides an example of a script for conducting a problem interview. The author emphasizes the importance of repeating questions 4 through 9 for each problem identified. This allows you to better understand user needs and identify key aspects that require attention during product development. By following this technique, you can more effectively collect information and adapt your product to the real needs of your target audience.

• "How do you perform this action? What solution do you need and how much are you willing to pay for it? Are you satisfied with the result, and if not, why?" - This question helps establish rapport and obtain initial information.
• "How often do you need to solve this problem?" - Here we find out how relevant the current solution is.
• "What difficulties do you encounter?" - This question opens the opportunity to collect a list of problems.
• "Tell me about the last time you encountered this problem." - Stories are easier to remember than facts.
• "When was the last time this happened?" — this is how we confirm the relevance of the problem.
• “Under what circumstances do you encounter this problem?” — we find out the context of use.
• “Why is it difficult? What exactly causes difficulties?” — this question helps to better understand the client’s motivation.
• “What emotions do you experience when you encounter this problem?” — it is important to understand the emotional background.
• “Rate the intensity of these emotions on a scale of 1 to 10.” — this will help to prioritize the client’s pain points.
• “Have you tried to solve this problem? If so, how?” — we find out how active the client is in searching for a solution.

Solution Interview: How to Test the Value of Your Product

The purpose of a solution interview is two main aspects. Firstly, it allows you to assess how well your product meets the needs and expectations of users. Secondly, it is important to establish the client’s readiness to purchase. An effective decision interview can significantly improve the chances of a successful deal by providing insight into the client's needs and building trust in the product. The interview can be conducted either as a stand-alone format or as part of a broader research project, such as a problem interview. This will help gain a deeper understanding of client needs and identify their preferences. This approach can significantly improve the quality of the information collected and facilitate more accurate data analysis, which in turn can lead to more effective decisions.

During a decision interview, respondents are shown various prototypes, including apps and websites, to focus their attention on the product's functionality. Mikhail Voitko, project manager at Sber and expert on the Skillbox "Customer Development" course, notes that the key is allowing users to focus on features and evaluate their usefulness. Effective interaction with prototypes allows for valuable feedback that contributes to improving the product and adapting it to user needs.

Ivan Zamesin's book "How to Make a Product" provides a sample decision interview script. This resource provides specific steps and recommendations to help you effectively organize the interview and gain valuable insights for product development.

The main stages of a decision interview script include several key points. First, you need to define the purpose of the interview and prepare a list of questions that will help explore the topic. Next, you should create a comfortable atmosphere for the interviewee to openly share their experiences and thoughts.

During the interview itself, it is important to actively listen and ask clarifying questions to gain a deeper understanding of the interviewee's point of view. After the interview, it is recommended to summarize and discuss the main findings. The conclusion of the conversation should be smooth, allowing the interviewee to express final thoughts or add important details that were not covered earlier.

It is also worth paying attention to the process of recording and documenting the interview in order to preserve all valuable ideas and recommendations for further analysis and use. An effectively conducted interview will help identify important aspects of the solution and provide an opportunity to delve deeper into the topic under discussion.

• We discuss the client's needs: "You have a gym. Your goal is to attract and retain clients, as well as offer them training with a trainer and sports nutrition. Right?
• We prepare the client by explaining the context: “Imagine that you are browsing your Instagram feed* and came across a link, going to the landing page of a service for fitness clubs.”
• We provide the opportunity to interact with the product interface, observing the client’s reaction and reminding him to think out loud. It is important to record how he perceives your main value.
• We ask critical questions:

• Does the product solve your problem? Yes/no - and why?
• What are the strengths of the product?
• What are the weaknesses?
• How does the product compare to the competition?
• Does the price of the product correspond to its real value?
• Are you ready to make a purchase right now?

Readiness to buy is a decisive factor in the sales process. It helps identify potential customers during the testing phase, allowing marketers to more effectively target interested users. Determining a customer's readiness to purchase a product or service helps optimize marketing strategies and increase conversions.

Mikhail Voitko recommends using interval pricing, for example, in the range of 300 to 700 rubles. This approach allows for more accurate and reliable results, since the customer has just tested your product, and their impressions are still fresh. This helps better understand the perceived value of the product and adjust the pricing strategy.

Instead of a direct sale, it's worth asking the customer to perform an action that demonstrates their interest in the product. For example, you could offer to share information about the product on social media. This will not only increase customer engagement but also create additional opportunities to attract a new audience. This approach will help increase the visibility of your product and contribute to the formation of a positive brand image.

If you're engaged in B2B sales, it's important to consider that the respondent may not have the authority to make purchasing decisions on behalf of their company. In such situations, the target action is to contact the decision maker (DM). It's recommended to request the DM's contact information or arrange a meeting to further discuss potential collaboration. This will help you promote your offers more effectively and increase your chances of successful deals.

According to statistics, about 90% of decisive interviews do not result in closing deals. Moreover, many users may claim that they do not need the product, which is common practice. Similarly, a significant portion of landing page visitors do not make a purchase. If a customer declines, it is important to understand the reasons for their decision. This will help improve the product and increase conversion at the sales stage. Understanding the reasons for refusal can be key to optimizing marketing strategies and improving customer engagement.

Interviews with Experts: The Key to Understanding the Market and Consumers

Interviews with experts in your field are a key step towards a successful product launch. These discussions provide an opportunity to gain valuable insights from professionals with in-depth knowledge of the needs and behavior of the target audience. Understanding the opinions and experiences of such experts will help you better tailor your product to market demands and improve its competitiveness.

Expert interviews offer unique insights unavailable through standard user surveys. This research method allows you to quickly identify key target audience segments that may remain undetected but are well known to industry experts. By using expert interviews, companies can gain a deep understanding of their customers' needs and preferences, which leads to more effective targeted marketing and improved products or services.

When interacting with experts, it's important to ask the right questions. This will help you gain valuable knowledge and a deep understanding of the topic. When exploring various aspects, inquire about current trends, working methods, and practical experience. Find out what tools and resources they recommend for solving specific problems. Ask for their opinions on the potential future of the industry and the challenges it faces. Don't forget the importance of feedback: ask how they evaluate the success of their projects and what lessons they've learned from failures. Well-formulated questions will not only help you gain a deeper understanding of the subject matter but also create a foundation for productive dialogue.

• Current industry trends;
• Competitors' strategies and solutions;
• Target audience problems and pain points;
• Diversity of customer segments;
• Ideas for hypothetical products that can solve customer problems;
• Strengths and weaknesses of your product, as well as its target audience;
• Effective communication and sales channels.

Feel free to share your ideas and technologies with professionals in your field. By voicing your product concept, you will have the opportunity to receive an assessment from experts, which will allow you to use their experience and knowledge to improve your project. This can lead to valuable recommendations that can help develop your product and improve its competitiveness in the market.