Saturday, May 9, 2009

Field Studies 101, Part 1: How to Never Interview Customers

Interviewing customers is not a science. That being said, you want to make sure you are employing methods that deliver consistent results that uncover areas of product innovation. Cheryl Hines from Curb Your Enthusiasm fame shows us how to take us as far away from science as possible and learn nothing from a customer. The difference between Telling and Listening is clearly defined here. TIP: Don't bring Play-doh to your next customer visit.

Direct link to Cheryl Hines focus group video:

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