NOTES

VII. LIMITS OF KNOWLEDGE

Knowledge is limited by Inability to Predict Future Behavior

A. Understanding Bias

Bias is a systematic "error" in the data due to:
  • Experimental Bias - The "Screw Up"
    • Interview Signals an Answer
    • Order Bias
    • Language Error
  • The "Hawthorne" Effect - The "Catch 22" of Research
  • Analysis Bias: Non-systematic

B. Job Focused

The nature of the particular function bias the results:
  • Owner/Business Manager/Entrepreneur
  • Purchasing Agents
  • Engineers/Operations Manager

C. Limited and Conditional Trust

The nature of the particular function bias the results:
  • Pricing
  • Service
  • Commitment

D. Multiple Truths and Realities

  • Actual Purchase will be in a Different Reality
  • The Way I would Like it to be

E. Averages and Typical

  • Averages are only meaningful with Representative Samples
    • Biased Sample Selection
    • Small Samples
  • "Skewed Distributions"
    • The World is Log-Normal
    • Typical is the mode (median) not the average


VIII. PREPARING FOR THE INTERVIEW

A. On Site, if Possible

  • You get much more on site than off
  • Unless there is a significant economy go on site

B. Making Arrangements

  • Through your host (salesperson)
    • Follow the host's lead and suggestions
    • Let him do the arrangements
    • Use him as a coach
  • On your own
    • This is problematic
    • Not recommended
  • Leave sufficient timea

C. Knowing Location

  • Know the location and
  • Check the location, there may be multiple sites
  • Getting there
    • Early is almost as bad as late
    • There is a range of reaction to being on time
  • Leave sufficient time
  • Expect to get lost
  • Leave at least a half an hour for safety

D. "Psyching-Up"

  • The Aim is to be Alert
  • Not Manic
  • Not Asleep
    • Sleep
    • No Alcohol
    • Eat Light

E. Working with the Sales/Service Force

  • Key Resource
  • Again use them as a coach
  • They have knowledge
  • Support Group or An Enemy

1. Who Owns the Customer?

  • The Salesperson "owns" the customer
  • Salesperson Believes It
  • Customer Accepts It

2. Using Consultants and Industry Experts

  • Working with the Salesperson
  • Service Representatives
  • Technical Consultants
    • In with the Technologists
    • Not Management
    • Not Purchasing
    • Technical Resource
    • "Know-It All's"

F. Knowing Enough but Not Too Much

Your interviewing a respondent to obtain information not to show off what you know!
  • Credentials (Ph.D.) may be entries
    • Technical Groups (R&D)
    • Technical Markets
  • Credentials can be put offs
    • Marketing
    • Plants
    • Management (Many Not Formally Educated)

1. Know enough to be interested

  • Respondents are proud of their industry
  • Expect respect
  • Expect basic knowledge
  • Expect Intelligence

2. Don't appear to know respondent's business

  • They do not expect you to know their business

G. Summary

  • Revise, Revise, Revise
  • Analytical Tools Can Help
  • There is not "Perfect Knowledge"
    • Can't Eliminate Bias
    • Can Control It
  • Prepare, Prepare, Prepare

H. Following Through

  • Conducting the Interview
  • Hearing with Your Eyes
  • Putting Things Together


IX. CONDUCTING THE INTERVIEW INTERVIEW

A. Getting the Respondent to be Comfortable

  • Small Talk
    • How much
    • When
  • Allow the Respondent to Unload
    • Pricing and Credit
    • Delivery Timing and Conditions
  • Listen for Further Information

B. Being Led by the Discussion Outline

  • Non-Sequential Execution
    • Lead by Discussion
    • Expanded by Discussion
    • Natural Sequence
  • Talking Little, Hear Much
  • Recording the Interview

C. Don'ts

  • Never talk down existing products
  • Never talk down either firm
  • Don't Lie or Fake It
  • Don't Promise
  • Don't Argue

D. Do's

  • BE INTERESTED
  • Talk up respondent's reputation
  • Talk up respondent's facility
  • Defer to salesperson
  • Refrain from ethnic, religious or political jokes
  • Take note of personal information

E. Don't FORGET Food

  • Treat the respondent to Lunch if Feasible
    • Interview continues over food
    • License to be more speculative
    • Go out if possible
  • The Salesperson (if attending) Takes the Tab
  • Avoid Alcohol
    • Never try to out drink a salesperson!


X. HEARING WITH YOUR EYES

A. Arrange to Visit Facilities

  • Sign of a Good Interview
  • Through your host
  • 30 Minutes Usually can be more than an hour

B. Confirm with your own eyes

  • Business Activity
    • What is the overall impression of activities?
    • What processes are working?
  • Scale
  • Competition
    • Are competitive products being used?
    • What are they being used for?
    • Why?

C. Learn the processes

  • Structure the process
  • Identify Alternative
  • Size the process
  • See how the product is used

D. Use caution and follow all safety procedures

  • Don't touch
  • Use safety equipment

E. Don't photograph!!!


XI. PUTTING THINGS TOGETHER

A. Return to the Respondents (Thank you)

  • Through the Host
  • Make No Commitments

B. Return to the Helpers (Thank you)

  • Consultants
  • Other People
  • Through the Host

C. Quantification Revised

  • Qualitative Research can not be used to estimate the market quantitatively.
  • We seek only insight
    • Sensitivity
    • Scope
    • Variability

D. Documenting the Results

  • Take notes if you need to.
  • Write extended notes (working papers) shortly after interview.
  • Rewrite them again.
  • Write an intermediate draft of the report before completing interviews (useful to confirm)
  • Write a short summary report documenting the major points.