Customer development for launching a new product: interview scenarios and analysis

Task

The client needed to understand the motivation of potential buyers of a new product.

Not just to make phone calls.

But to:

create an interview script;
determine the right questions;
conduct in-depth interviews;
distinguish facts from assumptions;
prepare conclusions for further product development.
What was done

niche analysis;
preparation of the customer development interview script;
conducting interviews;
identifying recurring patterns;
preparation of a report with recommendations.
Result

The client received not just recordings of conversations.

He received a complete picture:

what is truly important to people;
what fears hinder purchases;
which arguments work;
what needs to be changed in the product positioning.