How to Interview Customers

Presented by: Gerry Katz, Executive Vice President, Applied Marketing Science, Inc.

Even with the best training and coaching, most product development teams report that the interviewing process itself remains one of the hardest skills to acquire, master, and maintain. Strangely enough, for most product developers, talking to customers about their wants and needs continues to feel like an uncomfortable, unnatural act!

Whether you conduct your interviews individually or in groups, at the customer’s location or elsewhere, ethnographically or with direct questioning, there is a right way and a wrong way to conduct Voice of the Customer interviews. The right way produces dozens of rich, insightful wants and needs, detailed enough to result in an innovative new product or service. The wrong way produces little or no insight and little more than me-too products. This live audio conference will focus exclusively on interviewing skills.