Studying Customers: Secret Techniques to Find Out What Customers REALLY Need
This bonus ebook goes into further detail on techniques for conducting effective customer research. It provides a closer look at data analysis, going in depth on analyzing and benchmarking each data source. Then, it provides further explanation of how to recruit customers, compose an interview protocol, and write customer interview questions that will draw impactful information from subjects. It also discusses a model called the four time mindsets that helps improve the accuracy of the data collected in customer interviews by being very strategic about the way one asks questions. Finally, it unpacks some frequently asked questions about real time customer research.