Customer discovery must run deep. You need to talk with a lot of people and you need to probe deeply with each of them. That means understanding their hopes, fears, aspirations, anxieties, beliefs, attitudes, values and more. While a highly trained marketing research moderator may use a variety of qualitative research techniques (including projection, ideation, guided imagery, sorting exercises, etc.) to discover these motivations and behavioral drivers, you can do much of this yourself by asking open-ended response questions and spending more time listening than talking.
The types of questions that can elicit deeper responses include the following:
- What keeps you up at night?
- What is your most pressing need right now?
- If this product or brand were a movie/book/car/party/musical genre/food/etc., what type of movie/book/car/party/musical genre/food/etc. would it be and why?
- How does it make you feel?
- What is missing?
- Do you think the product says anything about you, about who you are?
- Would you recommend this to a friend or colleague? Why or why not?
- What about this appeals to you?
- What is the most important need this would fulfill?
- Teslas are the coolest cars on the road. They are really fun to drive and they are good for the environment.