Market Research Interviews That Make You Better, Faster, Stronger…And Nicer

image

 

The voice on the other end of the line was emotional yet authoritative. ‘You want to know why I hire her? She is an honestly a good person. And those are few and far in between.’

‘Wow,’ I said. ‘Fair enough.’

If you want to fall more deeply in love with your client, there is one failsafe method I’ve found: interview her clients. And believe me, it will serve you to fall more deeply in love with your client, no matter what kind of work you do.

Personally, as a writer of various marketing communications, I conduct this kind of interview when I need to understand the emotional core of my client’s services or products. Which, by the way, is ‘always’, no matter how straightforward and prosaic the service of product appears to be. (The same crazy fireworks-display emotion-driven regions of the brain will help us to decide both which toothbrush to buy and which mate to marry.) By interviewing people about their feelings, ideas, and experiences, I can start to crack the code of what ‘solution’ my client’s services or products represent. Personally, I prefer over-the-phone or in-person interviews over any other method of research, because the voice itself is a rich source of information, conveying meaning in a way that written answers or a survey results cannot.

Read the rest of this entry »

Tags:
January 16, 2015

‘Be The Change Room’: 3 Novel Ideas For Beating Presentation Anxiety

image

 

As a truly spazzy stage fright sufferer, I deeply emphasize with nervous clients who are about to make presentations or go on-camera. In the tenth grade, all music and drama students at my school were forced to try out for a production of Annie by singing ‘Tomorrow’ in front of the teacher and a few student adjudicators. My audition ended in wracking on-stage sobs after a mere one or two shaky bars. I was crying so hard that my sniffles and choke-sounds were reverberating in the Suddenly Most Uncomfortable Auditorium In The World. That’s me.

I can travel from 0 to 100 on the anxiety-meter in less than 10 seconds.

Read the rest of this entry »

Tags:
November 28, 2014