Interview Guidelines(1) - Assessing Market Feasibility through Primary Research Doing Customer Interviews[go beyond the surfacelevel information that is

Interview Guidelines(1) - Assessing Market Feasibility...

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Assessing Market Feasibility through Primary Research Doing Customer Interviews
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“[go] beyond the surface- level information that is available to anyone analyzing the market, and develop a proprietary view of the opportunity” From “ If You Build It Will They Come” by Rob Adams 2
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Beware of Confirmation Bias m your own biases o into each session prepared to hear things that you might not want to hear
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”You are after answers you need rather, versus the answers you want.” From “ If You Build It Will They Come” by Rob Adams 4
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Make it safe for respondents to call “your baby” ugly ease be brutally honest because that is the best way for you to help me.”
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Problem Identification Interviews Problem Identification and Scope Do customers or practitioners understand the problem and do they care? Test problem with customer What are your greatest frustrations, challenges, or annoyances using these types of products or services? Assess priority of the problem – is it a must have or nice to have solution Have customers rank problems If a product existed that solved this problem how much would you be willing to pay for it? Ask customers how they are currently solving the problem(s)? Have they developed a work around solution?
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Questions for problem identification interviews I don’t really know much about what you do could you tell me a little about your responsibilities here at ____? Could you tell me a story about the last time that you . . ? What else should I have asked you today?
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Use open ended questions – let them talk! Use questions that begin with what, why, how, and who Avoid using questions that begin with Is, are, would, do you. If you ask a yes/no question you can always follow up with an open ended question.
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Interview practice #1: Telling Stories of Past Behavior Tell me about the last thing you purchased over $100 Have the interviewee explain what they bought Ask addition questions such as What process did they follow when making the purchase (e.g., from desire to actual ownership)?
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  • Spring '14
  • DavidL.Dahl
  • Yes-no question, Veterans Stadium

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