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Submission: On September 26 via api from US — Scanned from DE
Effective URL: https://theaiminstitute.com/library/discovery-interview-research-report/?utm_source=direct&utm_medium=Direct&utm_campaign=re...
Submission: On September 26 via api from US — Scanned from DE
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The AIM Institute > Research > Discovery Interview Research Report
DISCOVERY INTERVIEW RESEARCH REPORT
Discovery interviews are divergent, qualitative customer interviews that let you
avoid errors of omission (failing to uncover unarticulated customer needs). This
research—based on a survey of 397 New Product Blueprinting users from 64
companies covering over 1800 interviews—examines improvements in learners’
interviewing skills, customer reaction to interviews, and insights gained.
Spoiler alert: These Discovery interviews provided much deeper understanding…
and the information gained was both highly valuable and previously unknown.
To see how your company can ensure it understands all your customers’
needs—spoken and unspoken—download Discovery Interview Research Report.
Fill out the form to download ⇨
PREVIEW: DISCOVERY INTERVIEW RESEARCH REPORT
Most new product failures stem from poor customer insight, and yet most
companies spend only 10% of their project resources here. They rush to develop
the right answers before they understand the right questions… the ones customers
care about. As a result, new product failures average 75%. Discovery
interviews—divergent, qualitative customer interviews for B2B—are the first step
to correcting this problem. Product managers, innovators and marketers will
benefit from understanding how to execute excellent qualitative Discovery
Interviews.
DISCOVERY INTERVIEWS UNCOVER ALL THE OUTCOMES
Discovery interviews are qualitative customer interviews that seek to uncover
all the customers’ desired outcomes. They are “divergent” in nature, with the
interviewer asking customers questions such as, “What other problems are you
seeing?” For this reason, Discovery interviewers help new-product teams avoid
errors of omission… overlooking customer needs that otherwise might remain
unaddressed.
DISCOVERY INTERVIEWS BENEFIT FROM LATER QUANT RESEARCH
After a round of these qualitative Discovery customer interviews is complete,
quantitative, convergent Preference Interviews help the supplier select which of
these outcomes to pursue. This avoids errors of commission, letting suppliers
work on what customers want… not what suppliers think they want. This report
covers Discovery interviews; a second report covers Preference Interviews.
KEY INSIGHTS FROM THE DISCOVERY INTERVIEW RESEARCH REPORT
Here’s what is included in this report: The Discovery interview online survey
collected responses in three areas: skills developed, customer engagement, and
insights gained:
Skills Developed: Most respondents agreed that the training helped them improve
their listening, probing and interviewing skills while avoiding common missteps.
While about three-quarters saw some improvement in their ability to set up
Discovery interviews, further progress seems possible in these qualitative
customer interviews.
Customer Engagement: Most respondents reported customers felt more “listened
to,” enjoyed seeing Discovery interview notes digitally projected, and shared
more openly than otherwise. Many reported these B2B qualitative customer
interviews led to better relationships with customers. This is important because
an engaged B2B interviewee is more likely to become a B2B customer when your new
product is launched.
Insights Gained: A significant majority of respondents learned valuable
information and gained a deeper level of understanding. They felt that letting
the customer “lead” the Discovery interview was very helpful. 86% said the
information learned in these qualitative customer interviews was “unexpected” at
some level. And this may be the most important finding: Errors of omission are
being reduced as a great deal of otherwise unexpected and unknown information is
uncovered.
For more, see the 2-min video, Let your customers surprise you, part of Dan
Adams’ series of 50 (free) 2-min videos, B2B Organic Growth.
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