Blog Category: Customer Insights (VOC)

If you want to unleash the full brainpower of B2B customers during a qualitative Discovery interview, introduce them to a trigger method. One such method is the Trends Map.
b2bgrowth.video/30 Video length [2:05]

While the main goal of an interview is customer insight, B2B companies should also pursue customer engagement. Here are 10 ways to boost engagement and shorten your “time-to-money.”
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Many B2B companies struggle to convince customers to be interviewed. Here are our four favorite approaches, which have been proven effective all around the world.
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Don’t skip Preference interviews, which reveal important, unsatisfied customer outcomes (with high Market Satisfaction Gaps)… the only ones you can get premium pricing to address.
b2bgrowth.video/27 Video length [2:33]

Great B2B interviewing requires new skills, e.g. AIM’s “What and Why” method and economic probing questions. Use these to gain impressive customer insights and engagement.
b2bgrowth.video/26 Video length [2:25]

In most business situations, you don’t want surprises. But you do want to be surprised by customer needs missed by competitors. You need to conduct interviews led by the customer, not you.
b2bgrowth.video/25 Video length [2:20]

B2B interviewing should be very different than B2C. These methods help you eliminate most errors of omission (using divergent interviews) and errors of commission (convergent interviews).
b2bgrowth.video/24 Video length [2:30]

For 5 decades, commercial risk—not technical risk—has been the leading cause of new-product failures. Follow this 11-step path to eliminate most commercial risk in the front end of innovation.
b2bgrowth.video/23 Video length [2:34]

During interviews, customers give you Outcomes, Solutions, or Background. The science of B2B customer insight lets you examine outcomes at 9 increasingly-detailed “magnifications.”
b2bgrowth.video/22 Video length [2:41]

It’s OK to have a cool hypothesis, concept, or technology, but test it “silently”: Focus on customer outcomes in interviews, and later check if your hypothesis addresses them.
b2bgrowth.video/21 Video length [2:26]

Instead of starting with their solution, B2B companies should begin with the customers’ “job-to-be-done”… and learn which outcomes are leading to “imperfection” in that job.
b2bgrowth.video/20 Video length [2:25]

There are two innovation problems: “What’s the question?” and “What’s the right answer?” Most companies waste R&D resources because their solutions don’t address real customer needs.
b2bgrowth.video/19 Video length [2:22]

Henry Ford’s famous quote discourages asking customers what they want. (“They’d say a faster horse.”) But this overlooks two key factors: 1) B2B vs. B2C, and 2) Outcomes vs. Solutions.
b2bgrowth.video/18 Video length [2:33]

The B2B Index is a free website tool that lets you calculate “how B2B” your markets are. You can download a booklet loaded with advice for “early-stage” and “late-stage” marketing.
b2bgrowth.video/15 Video length [2:27]