Yes, I’m doing this now — 2 years after the creation of the service - to see if I can get people earlier in their journey. It’s a combo of interviewing existing clients and people who engage with me but haven’t purchased yet. I’ve learned so much and it’s challenging a lot of assumptions I’ve made.
I'm not an expert on switch interviews because it was too limiting in its scope and didn't provide discrete data beyond its qualitative roots. It seemed like an adaptation of Customer Case Research (you can look that up) and even the inventors of that agree that it's not an innovation methodology
If you only study people who complete - say - a purchase journey, can you understand people who become indecisive, or drop out of that journey?
Yes, I’m doing this now — 2 years after the creation of the service - to see if I can get people earlier in their journey. It’s a combo of interviewing existing clients and people who engage with me but haven’t purchased yet. I’ve learned so much and it’s challenging a lot of assumptions I’ve made.
I'm definitely planning on trying it once we're done from the initial research
That makes sense if you don't have a product. If you already have a product this is a nice short-term exercise to get some value
Doesn't switch interviews popularized by Bob Moesta fall under this?
I'm not an expert on switch interviews because it was too limiting in its scope and didn't provide discrete data beyond its qualitative roots. It seemed like an adaptation of Customer Case Research (you can look that up) and even the inventors of that agree that it's not an innovation methodology