Conducting Qualitative Market Research

Conducting Qualitative Market Research

User Interview Best Practices

• Prepare: Create discussion guide, not script
• Build Rapport: Start with easy questions
• Ask Open-Ended: "Tell me about..." not "Do you..."
• Follow Up: "Why?" "Can you explain more?"
• Stay Neutral: Don't lead or show bias
• Listen: 80% listening, 20% talking

Interview Question Framework

The Mom Test

Rules for getting honest feedback (from Rob Fitzpatrick's book):

• Talk about their life, not your idea
• Ask about the past, not the future
• Talk less, listen more
• Ask for specifics and examples

Analyzing Qualitative Data

1. Transcribe: Record and transcribe interviews
2. Code: Tag themes and patterns
3. Cluster: Group similar insights
4. Prioritize: Rank by frequency and impact
5. Synthesize: Create actionable insights

Common Mistakes

• Asking leading questions
• Talking too much
• Showing your idea too early
• Taking notes instead of recording
• Not following up on interesting points