Many innovation consultants these days tell product developers to, “Get ‘out of the building’ and talk to prospective customers.” This advice is part of the lean start-up model, and it informs the principles of design thinking. But it’s hardly new. Best practices for conducting these interviews were developed by Applied Marketing Science in our award-winning Voice of the Customer methodology for conducting customer interviews 30 years ago. We’ve been successfully utilizing and training companies in these techniques ever since. Unfortunately, much of the so-called “expert” advice about interviewing is at best naïve; often it’s wrong. This webinar discusses proven best practices for conducting customer discovery interviews the right way using our proven method. Participants will learn keys to a good interview, understanding the difference between needs and solutions and tips for analyzing the results.
Webinar On Demand
Asking the Right Questions: Keys to Successful Customer Discovery Interviews
Presenter: John Burns
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