You’ve heard about how there’s a kind of purchase interviews that stands out from the pack.
A kind of interview that, when done properly, dispenses with the confirmation bias and the noise and gets answers to the questions:
- What caused my buyers to pull out their credit card and give us money?
- What initiated their search?
- What is my product really competing with?
- What were people using before using my product? What were they switching away from and why was that alternative no longer doing the job?
And, more zoomed in:
- What were the forces that caused them to act at each point, go forward, hesitate, go back, struggle with something, get back on the tracks?
- For what jobs did those buyers “hire” my product? What was the delta, the before and after, the enough-is-enough, the aspiration, the struggling situation that urgently needed movement and momentum?
So that you can:
- Decide on which features you can drop from your product or from your marketing;
- Decide the kind of copy you’ll use on your marketing pages;
- Decide what to prioritize on the next version of your product;
- Help influence the people on your team about where to go next with the product.
So here’s a collection of articles from this here site on the topic of purchase interviews.
On What The Interviews Are Made Of
On When These Interviews Come in Handy
On Setting Up Interviews
On Example Interview Findings
If you’d like a PDF of these articles to take with you, just drop me an email (address below).
Ottawa, Ontario, Canada
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