Designing and selling the “best” product isn’t enough if your customer doesn’t see the product the same way you do. Even managers, salespeople and other company reps who interact frequently with customers don’t always know what their customers are thinking or what they want. Managers are busy attending to business, so they don’t have time to listen to the customer. And often customers don’t or can’t clearly articulate their needs.
Qualitative research such as in-depth interviews or observation can reveal customers’ emotions and experiences. Such research often yields rich insights that can dramatically improve product design, marketing or retailing. For example, observing customers while they use the product can reveal customer behaviors that impede product performance. In-depth interviews can reveal brand or product image associations that managers were not previously aware of.
Developing rapport and trust during an in-depth interview is critical. Separating the interview from a sales context and conversing about topics not directly related to the product can help make the customer comfortable enough to speak freely. During an interview, customers can be asked basic questions about perceptions of products or brands, shopping behavior and product usage. Creative questioning techniques such as word association exercises can help customers express ideas that are more deeply held.
Trina Sego, PhD
Professor of Marketing, Boise State University
December 2009

