Presentation to the Product Development and Management Association (PDMA)
A critical role of product managers and product marketing managers is to understand their market and their customers.
An important method for understanding customer 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's masterclass on this topic steps learners through a research project, highlighting tools and processes to use, and shares numerous deliverables. The presentation to PDMA condensed the class into 45 minutes, providing the audience with:
Nine key activities in an in-depth interview project, and
Seven main outputs / deliverables from an in-depth interview project