Customer / User Interviews [course]: S2/4 Business/Research Objectives, Hypothesis, ICP [Video]

Created by @mykpono
Summary
In this session, we discuss the essential steps for conducting effective customer interviews, focusing on planning, formulating business and research objectives, understanding customer psychographics, and utilizing various frameworks to gain insights into customer needs. The conversation emphasizes the importance of having clear objectives, understanding the target audience, and employing effective interviewing techniques to gather valuable information for product development and market strategies.

Resources:
Customer/User Interview Strategy + Script + Outreach Templates + Bonus: https://store.gtminstitute.com/
Presentation Outline: https://lab.mykpono.com/free-course-Customer-User-Interviews-13cbee28614780feb9b9fbe594eb145c?pvs=4

References [additional reading]:
– [book] Decisions Over Decimals by Christopher J. Frank, Paul F. Magnone, Oded Netzer
– [article] Strong Opinions, Weakly Held’ Doesn’t Work That Well by Cedric Chin| https://bit.ly/49FLy8S
– [lecture] How to Run a User Interview (Emmett Shear) https://youtu.be/qAws7eXItMk
– [book] Drive by Daniel Pink
– [article] Mainstream vs Extreme Users | https://www.designkit.org/methods/extremes-and-mainstreams.html
– [article] Ideal Customer Profile (ICP) https://www.mykpono.com/ideal-customer-profile-icp-how-to-create-a-comprehensive-customer-profile/
– [article] Empathy Map: https://gegosoft.com/what-is-empathy-map/ | https://www.mindtools.com/abtn3bi/empathy-mapping
– [article] The B2B Elements of Value | https://bit.ly/49DKpyt
– [article] Fogg Behavioral Model | https://behaviormodel.org/
– [article] Who Do You Want Your Customers to Become? | https://hbr.org/2012/07/who-do-you-want-your-customers

Chapters
00:00 Introduction to Customer Interviews
02:20 Formulate the Problem: Business and Research Objectives
05:23 Hypothesis and Confidence Level
11:07 Interview types and format
13:35 Identifying the Right Audience
18:29 Consumer vs Enterprise products
24:34 Mainstream and Extreme Users
26:29 The Hierarchy of Customer Segmentation
33:18 Customer Psychographics
33:57 Empathy Map
40:03 Fogg Behavioral Change Model
42:38 Who Do You Want Your Customer to Become?

Takeaways
Formulating clear business objectives is crucial for effective interviews.
Understanding customer psychographics helps tailor interview questions.
Hypothesis and confidence levels guide the interview process.
Identifying the right audience is key to gaining actionable insights.
Different interview types serve different purposes in research.
Empathy maps can help understand customer feelings and thoughts.
The hierarchy of customer segmentation aids in targeting the right audience.
Frameworks like the fog model help understand customer behavior.
Recognizing individual motivations is essential in B2B sales.
Customer interviews should focus on how products change lives.