Three simple but effective questions for your customer research

Three magic questions for voice of the customer research

Coming out of a VOC research with a portfolio company of ours, I looked at the interview transcripts and tried to find the most interesting answers from the customers, the responses that give us the most insights for understanding customer needs and pain points. This is an important step in defining and adjusting the company’s marketing strategy and product positioning.

It turned out that those great answers were responses to three very specific, open-ended questions we asked among the twenty or so questions in the interview. They are extremely effective questions because they are dead simple and disarming and particularly suitable to expansion stage software companies.

– How is product X currently used to meet your business goals or responsibilities?

This question goes straight to the heart of the customer’s needs and motivation. It poses the question from the customer’s point of view, and thus you stand to reap the most straightforward response, cutting through the fluff and technicalities.

– How would you describe the value of product X to your peers in the same industry or organization?

This is a great way to get customers to talk about the product in the most honest, jargon free terms, helping you to get a great source of content for messaging as well as a ready made list of value proposition statements.

– Is there a situation when a company like yours does not need product X?

This is a difficult question to ask, but you will be surprised of the answers. Remember though, that they reflect the customer’s perception of the product, which can be addressed by adjusting positioning and marketing collateral.