Problem interviews with B2B clients: when to break the rules
In the guide Customer interviews
If you teach problem interview techniques for B2B clients, this is for you
Adam Berk wrote this after a workshop he ran with Franck for a large company. Their slide advised one-on-one interviews, face to face, with new customers. Yet one of the most productive interviews Adam had seen was the opposite: five people from a cross-functional team interviewing one existing customer by phone. He explains what each rule protects against, such as observer bias, and when a team gains more by hearing the customer directly.
Source: Adam Berk (article LinkedIn)
First published on LinkedIn on September 21, 2018. View the original post