by digitalleverage.ch
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Let's take a step back: What specific situation led you to start looking for a new solution? (Identify trigger)
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What did you do before? What was the status quo?
(Understand how big the problem really was)
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Why didn't this meet your requirements and what were the consequences?
(Learn about implications / pains)
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And then? Did you actively search for alternatives or who did what next?
(Understand which channels were used)
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And what kind of offers did you consider?
(Understand what alternatives were in question, so we can position ourselves against them)
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When did you first hear about our [brand / product]?
(How long was the customer journey?)
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What was your understanding at that time of what we offer?
(What were keywords they might have used?)
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What were the most important criteria in selecting a [product category]?
(Can we mention in marketing)
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Were there any concerns? If so, which ones?
(Address concerns in marketing)
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How would you describe the benefit we bring you in your own words?
(Inspiration for landing page design. Possible testimonial)
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Reverse question: If you could change one thing about our [product/service] at the push of a button, what would it be? (Improve service)
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Imagine we're talking again in, say, 3 years for the next interview. What needs to have happened for you to be able to say, looking back, that you're very happy with the progress you've made? (JTBD progress)
- Bonus Question: Have you ever recommended us, and if so, why? If not, do you know marketers in other companies who would benefit from our services? What would it take for a recommendation?