Want to be sure that your offer is going to be a hit?
Talk directly to your audience and find out what they want.
But when you dive into customer research, keep these principles in mind to make the most out of your time.
- Stay curious and open-minded. Customer research is an exploration. If you’re only looking to confirm an opinion you’ve already formed, you’re getting it wrong.
- Whenever possible, capture the exact words of your audience. Refrain from summarizing it in your own words. You’ll want to use the best messages verbatim in your copy.
- Look for sticky messages. If a line is memorable, surprising, or triggers something in you, then it’s worth saving.
- Capture specifics (like numbers). Concrete examples produce more memorable and impactful copy than abstract messages.
- Dig deeper. When chatting with a customer, they’ll likely stay on the surface level at first. An innocent “Can you tell me more about that?” helps you uncover what’s underneath.
- Don’t ask questions that aren’t directly tied to a goal. You aren’t asking questions for the sake of asking them. Be clear about what you plan on doing with the answers.
- Pay attention to patterns and repetition. Once you start capturing insights, you’ll likely see some patterns emerge. If many people repeat a version of the same thing, then it’s probably important.