The most useful research available.
WHAT IT PROVIDES
Understanding of how people actually work and what obstructs them.
WHY IT BEATS SURVEYS
You can ask why, and follow what you hear.
WHAT TO ASK ABOUT
What they do now What is difficult about it What they have tried What it costs them When they last had the problem
WHY THE LAST TIME
Recent specific events produce accurate answers; general questions produce generalisations.
WHAT TO AVOID
Describing your idea Asking whether they would buy Asking what they want
WHY THOSE FAIL
People are polite, cannot predict their behaviour, and describe solutions rather than problems.
WHAT TO DO INSTEAD
Ask them to walk you through what actually happened.
HOW MANY CONVERSATIONS
Until you stop hearing new things.
WHAT THAT USUALLY IS
Fewer than expected.
HOW TO FIND PEOPLE
Existing contacts Introductions Places they gather Direct approach with a clear, small ask
WHAT TO OFFER
Nothing, usually. Most people help if asked properly.
HOW LONG
Short. Twenty minutes is enough.
WHAT TO RECORD
What they said, in their words.
WHY THEIR WORDS
They become your product's and marketing's vocabulary.
WHAT TO LOOK FOR AFTERWARDS
Patterns across conversations, not conclusions from one.
