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Bali startup camp customer interview 101
This document provides guidance on conducting effective customer interviews. It emphasizes that customer interviews are not about justifying assumptions or selling products, but rather understanding customers. It recommends creating a customer persona matrix to identify early adopters. Tips are provided for asking open-ended questions, focusing on real experiences, dressing like customers, and analyzing post-interview behaviors to understand underlying causes. The goal is to listen without influencing and get an unfiltered understanding of customer needs.
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Bali startup camp customer interview 101
- 1. Customer Interview 101 Septermber2015 2015@fajaranugerah 1
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- 3. Customer Interview is NOT just market research 3
- 4. Customer Interview is NOT about justifying your assumptions or selling your product 4
- 5. Customer Interview is about understanding them 5
- 6. 6 Mike Tyson image from quotesgram.com
- 7. 7 Problem Exploration Product Pitch Concierge Stages of Meeting the Customer
- 8. 8 Create your early adopters persona matrix Customer Persona How they would look Their psychographic characteristics Where they would be Their wants and needs
- 9. Customer Persona Work 30 minutes in problem group 9
- 10. 10 But… How to ask a good question How to learn from (any) answer What we want to find is NOT a “good” answer
- 11. • Try to use open ended question • Ask for real experience/ behavior NOT hypothetical • Ask easy questions first before going down to the details 11 Tips on asking good questions
- 12. Tips to do customer interview • Find them when they are not mobile • Dress and act like them, as much as possible • Straight to the point: introduce yourself, purpose of conversation, duration of conversation • Get their email and photo • Always double team • If subject is more than one, ask specific person 12
- 13. Developing your interview guideline (scripting) • Introduction • Opening questions/ Qualifying questions • General problem exploration questions • Follow up/Detailed question • 5 minutes to work on this 13
- 14. Interview Guideline Work 15 minutes in problem group 14
- 15. More Tips •One personat a time •Know your goals and questions ahead of time •Separate behavior and feedback in discussion •Get psyched to hear things you don’t want to hear •Disarm “politeness” training •Ask open ended questions •Listen, don’t talk •Follow your nose and drill down •Encourage but don’t influence •Paraphrase, parrot back or misrepresent to confirm •Ask for introductions •Write up your notes as quickly as possible 15 http://giffconstable.com/2011/07/12- tips-for-customer-development-interviews-revised/
- 16. Afterwards Analyse behaviors andunderlying causes 16 http://giffconstable.com/2011/07/12- tips-for-customer-development-interviews-revised/
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- 18. @fajaranugerah fajar@kinaraindonesia.com www.kinaraindonesia.com 18 Parts of this presentation materials are based on and adapted from Lean Startup Machine workshop materials