How to efficiently obtain Customer information in questions?

Hey Marieta

 

Having done a fair bit of UX in the legal sector, I think I might be able to help.

 

1. What are the questions I can use in order to make them speak and share? 

 

Definitely in person and in their offices or, at the very least, a video conference.

If you are doing an online survey, please make sure that your ask no more than 10-15 questions which would take no more than 5-10mins to complete. Also, please make sure that answering a question automatically takes the user to the next screen (rather than having to click on NEXT); that really does help a lot.

As for questions in person, keep it clear and concise.

"What are your top 5 pain points?"

"What is preventing your from doing your job efficiently?"

"What does your ideal solution look like?"

"Are you looking for a short-term fix or a long-term solution?"

 

If wireframes or PoC demo:

"Please can you name 3 things we've done well and 3 things we can improve on? What are the reasons for your choices?"

 

**NB** If you are recording the session, PLEASE let the participants know beforehand and phrase the questions in a different way so that you do away with any possibility for the person to implicate themselves. That is, replace "you/your" with "the sector's/ the company's, etc". That would ensure a more open and honest answer.

 

2. What number of questions should I prepare in order to be sure I am understanding theit behaviour? 

Depending on session length. I'd book in an hour, spend no more than 45mins and allow 15mins for questions/ follow up. It'd say no more than 10 questions as guidelines. Conversation rarely ever goes according to script.

 

If online, don't do more than 10-15; that's where most people tend to lose interest.

 

3. What is the optimal sample size? And what is the answer rate I should expect?

Depending on user personas and your target market, I suppose. If in person, I'd advise no less than 10, no more than 30. If you are sending out a survey, i'd say 150-250 people. In my experience, you normally get a 15-20% response rate UNLESS there is some sort of incentive (i.e. an Amazon voucher, etc).Hope this helps!Let me know if you've got any questions.

Kind regards

Antoni.

1)Think about incentivising your customers to chat to you and yes customers don't always know their needs and this is why you need to come up with some customer requirements. These requirements are then best shared with the customers to gain a view on whether they would buy or not.

Ask them why they have bought from you

What were the reasons they chose you

What were they looking for in the market

What additional services could you offer which they might buy

Who's other services did they look at before they bought yours

etc

2)I would keep the questions to about 10 initially.

3) I would try and go for 50 as a sample size responded but you might need to contact 500 to get that 50. Pragmatically I would work through your list and stop when you have 50 sets of answers. Responses are difficult to gauge as a proper telemarketing company might achieve a 1in3 response but with B2B you have to work your way through the gate keepers such as PA's.

Hope this has helped?

simon

Hi Marieta,

How large is the new customer base, is it B2B or B2C?

In my experience, there is no better way than a face to face interview with each customer, but they need to be of high enough potential value to justify the costs.

 

Best regards, Colin