This is one of those “short but meaty” posts. From working with product teams, we have learned a lot about how market research fits into their “flow”.
Here are the (sometimes unexpected) ways that In-depth Interviews add value to Product Management and Product Marketing:
1 IDIs can be quick-turn to fit into agile sprint timelines for fast insights
2 IDIs explain the “Why”, helping you understand motivations and predict behaviors
3 IDIs save valuable time by confirming customer requirements before you build prototypes
4 User interviews supply concrete feedback to defend your roadmap priorities
5 IDIs are perfect for CPG because they are contextual: you are experiencing people in their home environment
6 Verbatim feedback from interviews can be shared with the marketing team to hone customer-facing messages
7 Hearing direct feedback fosters empathy; enabling you to put yourself in the user’s mindset
8 Qualitative insights enable you to bring the Voice of the Customer (VOC) to the C-Suite (and get you a seat at the table)
9 Customer stories are a great way to socialize your insights internally and add meaningful context to your top-line reports and presentations
Bonus: IDIs map well to the Pragmatic Marketing Framework. We’ve made one of our own; You can download it here➤
At Lillian Labs, we have done front-end concept testing all the way thru product usability testing; covering everything from robotics to household appliances.
Reach out if we can help you get some fast feedback from your users.
For me, I use a lot of language tricks to stay on-task. But I also use technology to bring a level of quant to my qual.
