Your perfect customer for research!

There’s no one formula for successful customer research. But there is a process that, when followed diligently, can help you uncover the insights you need to make informed decisions.

Let’s talk about the journey. Yes, from findings to insights, what to why, and transcripts to verbatim, but first things first: finding the right customer base for your research and getting them talking!

While it all begins with you stating hypotheses after analysing internal data, filtering customers for research, and making calls.
However, the same set of questions cannot be used to conduct calls for the filtered base. It requires a screen test, which includes a series of questions that you can ask before getting on a call.

Why is it important?

Try holding three calls using the same discussion guide (a set of questions you ask on a research call). Some questions may be irrelevant to all, and your subject may begin to lose interest in the call due to some nonspecific questions.

It’s usually good to conduct screen testing to have well-researched questions for your calls. It can help in mapping your customer’s interest in the research.

How can this be done?

As a part of #10nocodetools with Snigdha Jain we explored Typeform and Calendly, which can be of phenomenal help here. Typeform assists in the creation of surveys with a set of logic for asking follow-up questions for your research. Calendly is useful for scheduling research interviews & meetings.

The integration of Typeform and Calendly provides a convenient way for participants to answer the questions and schedule a slot based on their availability as part of the survey itself.
You won’t have to worry about deciding what CTA (call to action) to be included as part of a mailer, Typeform, or Calendly link.

Looking forward to Typeform integrations with email marketing tools that will allow surveys to be hosted within the mailer without redirections.

P.S. Not every research call will provide you with insights, so don’t start thinking about them while conducting the call. You’ll end up weaving your data-biased narrative about the product/problem/pain point with the customer’s tale.