Gaining Market and Customer Insights through In-depth Interviews

An important method for understanding market problems can be in-depth interviews with buyers, potential buyers, or other market experts. Interviewing people effectively is a skill that takes practice, and extrapolating the key takeaways from the interviews should follow a defined process, to ensure efficiency and actionable next steps.

Chad Eckes has taught a six part masterclass on this topic for Pragmatic Institute™, stepping through an actual research project, highlighting tools and processes employed, and sharing the resulting deliverables. The videos and files below make up the masterclass, and are being made available to anyone who wants to learn a methodology for performing effective in-depth interviews.