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Asking Questions That Produce Truth Interview technique.WHAT LEADING QUESTIONS DOProduce the answer you wanted.WHAT ONE SOUNDS... Avoiding Research Mistakes What produces false confidence.ASKING PEOPLE WHAT THEY WOULD DOThey cannot predict it, and they... Defining Who You Are Researching Narrowing the question.WHY IT MATTERSEveryone is not a market, and research across everyone... Estimating Market Size How many customers exist.WHY IT MATTERSIt determines whether the opportunity is worth... Market Research and Understanding Customers: Everything That Matters, Briefly The whole category in one page.MOST BUSINESS FAILURES ARE FAILURES OF DEMAND, NOT EXECUTIONThe... Observing What People Actually Do Watching rather than asking.WHY IT MATTERSWhat people say and what they do differ, without anyone... Researching a New Market or Location Expanding somewhere unfamiliar.WHAT TO ESTABLISHWhether the problem exists there in the same form... Researching a New Product Idea Before committing.WHAT TO ESTABLISH IN ORDERDoes the problem exist Do enough people have it Do... Running Surveys Properly When you need numbers.WHAT SURVEYS ARE GOOD FORMeasuring how common something is, once you know... Segmenting Your Market Dividing customers into useful groups.WHAT SEGMENTATION ISGrouping customers who behave... Talking to Potential Customers The most useful research available.WHAT IT PROVIDESUnderstanding of how people actually work and... Testing Willingness to Pay The question that decides everything.WHY IT MATTERSInterest is free; payment is evidence.WHAT NOT... Turning Research Into Decisions Using what you found.WHAT TO DO FIRSTWrite down what you learned, including what contradicted... Understanding Why Customers Buy The actual decision.WHAT PEOPLE BUYA change in their situation.WHAT THAT MEANSThey hire the... Understanding Your Competitors Who else serves these customers.WHAT TO ESTABLISHWho they are What they offer What they charge... Using Data You Already Have Research from your own records.WHAT YOU ALREADY HOLDSales records Support conversations Website... Using Published Information Secondary research.WHAT SOURCES EXISTGovernment statistics Regulator publications Industry... What Market Research Is For The purpose.WHAT IT ANSWERSWho has the problem How many of them there are What they do now What...

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