LinkedIn principal author Doug Winnie describes strategies on how to capture the information you learn after meeting with a customer. Without an immediate summary discussion, valuable information can be lost that could help future meetings and give you valuable insight into what you learn each step of the way.
- When you leave a customer meeting you aren't done. A lot of the information will be lost if you don't capture it immediately. Here are some tips about how to capture the most from what you learn in a customer meeting. The best thing to do is immediately sit down as a group and summarize. Don't talk about the meeting at all until you're able to sit down and talk as a group. Ask each team member: what was the worst thing that you heard in the meeting? What was the best thing you heard? What went well? And what didn't? These basic questions are great ways to categorize people's responses to help guide your next conversation with another customer.
At the end, you'll have a complete list of the customer's events on the product, their reactions to statements or opinions of the product, unsolicited responses to your product features, a prioritization of what's most important to them, and your team's summary of what works and what didn't. After you do this a few times with different customers, you can summarize the findings and use that information to adjust your discussions with the next group. If you use the 100 dollar test, you can compare the results to see if any trends emerge.
Perhaps the way you described a feature confused people, so it didn't get much investment. You can use that information to determine if you make changes to how you pitch or if you should drop features that people didn't want. Then, you go back to your critical questions. How well did you do at answering them? Don't worry if you didn't answer them all perfectly. Through another round of meetings, you can adjust and make sure you cover questions that went unanswered with the last group. After you've gone through a few rounds of interviews you'll find that your ideas for the product will change.
Features you thought were must-have's might turn out to be duds. Features that a customer suggested might have stolen the show. After repeating this process a few times, you'll be confident in your findings and have added a lot of good information to the overall research for your product.
- Types of products and industries
- Leading through influence
- Understanding your team
- Using an agile or waterfall development cycle
- Managing your product life cycle
- Researching your market, customers, and ideas
- Planning the product
- Building the product
- Releasing the product
- Refining the product
- Understanding when it's time to retire the product