Conducting one on one interviews can provide invaluable information into your prospect’s buying habits and what motivates them — information that’s easily missed with surveys.
This could be an expensive affair, but totally worth it. Not only will you develop better customer personas, but you’ll also get to understand your customers at a fundamental level.
Your existing customer base is the perfect place to start with the interviews because they have already purchased your product and know about your business.
To get better results, narrow down your interviewees into two groups:
- “Good” customers who’ve bought from you multiple times
- “Bad” customers who’ve bought from you once and left poor reviews/feedbacks.
Surprisingly, your “bad” customers will often tell you a lot more about your problems than your “good” customers.
Also, look for prospects, referrals and third party networks to get some interviewees on board.
How to email interviewees
As you reach out to potential interviewees, here are a few tips to recruit interviewees:
- Offer incentive: It is almost always difficult to say no to a big store discount
- Be clear this isn’t a sales call: No one likes to be bothered with sales calls
- Make it easy for them to say yes: Let them choose a time and place
Here’s an example of an email Quora sent out to a frequent contributor: