Customer Interview 101Septermber 20152015@fajaranugerah 1

       Fajar  Anugerah2

Kuliah  Psikologi  

Lulus  Speak-­‐ologi  

Dibesarkan,  dilatih  dan  dididik  untuk  bertanya  dan  mendengar

Customer  Interview  is  NOT  

just  market  research

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Customer  Interview  is  NOT  about  justifying  your  assumptions  or  selling  your  product

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Customer  Interview  is  about  understanding  

them5

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Mike  Tyson

image  from  quotesgram.com

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Problem  Exploration

Product  Pitch Concierge

Stages  of  Meeting  the  Customer

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Create  your  early  

adopters  persona  matrix

Customer PersonaHow  they  would  look

Their  psychographic  characteristics Where  they  would  be

Their  wants  and  needs

Customer Persona Work

30  minutes  in  problem  group

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But…  How  to  ask  a  good  question  How  to  learn  from  (any)  answer

What we want to find is NOT a “good” answer

• Try  to  use  open  ended  question  • Ask  for  real  experience/behavior  NOT  hypothetical  

• Ask  easy  questions  first  before  going  down  to  the  details

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Tips on asking good questions

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

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Developing  your  interview  guideline  (scripting)

• Introduction  • Opening  questions/Qualifying  questions  

• General  problem  exploration  questions  

• Follow  up/Detailed  question  

• 5  minutes  to  work  on  this

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Interview Guideline Work

15  minutes  in  problem  group

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More  Tips•One person at 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

15http://giffconstable.com/2011/07/12- tips-for-customer-development-interviews-revised/

Afterwards

Analyse behaviors and underlying causes

16http://giffconstable.com/2011/07/12- tips-for-customer-development-interviews-revised/

17@fajaranugerah

@fajaranugerah

fajar@kinaraindonesia.com

www.kinaraindonesia.com

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Parts  of  this  presentation  materials  are  based  on  and  adapted  from  Lean  Startup  Machine  workshop  materials