In-depth interviews are an opportunity to listen to the customer. There are usually a number of exploratory aims or goals in this process. However, it is important that those that are key are predominate in the design of the research.
1. Exploring for PossibilitiesMarkets are known sources of ideas. However, we do not know enough about the markets and applications to even start formulating concepts or ideas. Exploring for possibilities is understanding markets and customers to the extent that we are able to ask the appropriate questions. These studies focus on understanding the structure of the industry and customer values. |
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2. Searching for IdeasWe wish to seek ideas from the market. Literally, we seek to have the market "pull" products out. However, we seek ideas that the firm can deliver. That is, we search in markets that the firm knows and for products and services that the firm can produce and deliver. |
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3. Clarifying ConceptsOften we have ideas, but need to have them clarified. We seek to know the measures of importance or value to the users and customers as it applies to specific products, new concepts and communication messages. |
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4. Identifying PotentialIdentifying who will purchase a product,and how much, is critical for all evaluations and planning processes. However, to do this we need a clear picture of products and concepts. The purpose of these interviews is to clarify under what conditions product will be purchased or communications programs will be effective. Such interviews are usually required before any quantitative study of market potential is undertaken. |
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5. Developing ProductsInterviews and development conferences are critical during the product development process. It provides the fine-tuning input necessary to assure that the product produced is the product desired. For these studies it is important to differentiate between the ideal and the products under development. |
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6. Developing MarketsMarkets represents opportunities to sell products and services. The price as well as the quantity sold depend on the value that the customers have for those products and the supplier. As such market development is the enhancement of customer value. We listen to the customer to determine how we can influence their opinion of the firm and its products. |
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The more we know going in, the more valuable the information we get coming out. How we obtain information as well as what information we obtain depends on what we believe we know initially.
1. ExploratoryExploratory projects are undertaken to teach us about the market. Under these circumstances we are very unsure as to what we think we already know. While normally we view the respondent as a information source, under these conditions the respondent is our teacher. |
2. ConfirmationNormally we have some knowledge of the respondents' business. We are looking for confirmation of what we think we know. The most valuable information, under these conditions, is that which conflicts or challenges prior understandings. |
3. ClarificationEven when we think we understand the respondents and their businesses, we generally need to understand better specific issues, conditions and values. This is a clarification process. Often this involves understanding variation in values and needs. |
4. QuantificationFinally, it is important to quantify information. How much? While customer interviews are restricted to small samples and therefore can not usually be used for market models, they can be used to get a "feel" for the extent of issues and values. Describe the principal type of knowledge that this study is intended to collect. |