Awkward Reality #224

How often are suppliers surprised during good B2B customer interviews?


More than you might think. We asked nearly 400 people who had conducted over 1800 B2B-optimized Discovery interviews. Over half agreed or strongly agreed that they had gained unexpected interviews. Only 14% gained no unexpected information at all. (Most of the 1800+ interviews were in suppliers’ existing markets.)

More in white paper, Guessing at Customer Needs (page 6)