The art and science of asking customers questions . . .

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For nearly two decades, I’ve been conducting customer insight research interviews to help companies’ marketing resonate with their customers more effectively and more often.

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Suffice to say, I’ve asked a LOT of questions over the years, and heard even more answers along the way.

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“Well, Dave, I talk to customers all the time . . .” says CEO.

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“I’m sure you do, when you can, one at a time, at different times, in different locations, at different times of the day, in different physical and emotional contexts for both of you,” I respond. “But that kind of ad hoc conversations are good for only a few things, like reinforcing the existing brand impression, or eliciting a response to an immediate concern off the tops of their heads,”

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Real customer insight research is a structured, finely tuned, emotionally exacting process, conducted in a short time, in a central location common to all when possible, so that a physical and emotional tone is set and consistent, removing it from the various factors that can create bias.

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Also, they are almost never, (never say never, you never know . . .) conducted by the CEO of the company. It’s a sure way to introduce bias in the answers. After all, who’s gonna tell the CEO of the company that their products are less than perfect, and their response times from the support desk are anything less than immediate?

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Having conversations, or even listening to others have a conversation, with customers, is different, serves a different purpose, is used to solve a few different problems. Listening carefully to customers in a structured interrogatory that creates data points for further analysis is quite another problem solver.

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Confusing the two can cost your firm a great deal, in lost opportunity, good will public awareness and revenue.

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To find out how, DM me or reply in the comments. . .