Blueprinting Discovery interviews are divergent, qualitative customer interviews that let you avoid errors of omission (failing to uncover unarticulated customer needs). This research—based on a survey of 397 New Product Blueprinting users from 64 companies covering over 1800 interviews—examines improvements in learners’ interviewing skills, customer reaction to interviews, and insights gained. Spoiler alert: These Discovery interviews provided much deeper understanding… and the information gained was both highly valuable and previously unknown.
To see how your company can ensure it understands all your customers’ needs—spoken and unspoken—download Discovery Interview Research Report.
Preview: Discovery Interview Research Report
Most new product failures stem from poor customer insight, and yet most companies spend only 10% of their project resources here. They rush to develop the right answers before they understand the right questions… the ones customers care about. As a result, new product failures average 75%. Discovery interviews—divergent, qualitative customer interviews for B2B—are the first step to correcting this problem.
Discovery interviews are qualitative customer interviews that seek to uncover all the customers’ desired outcomes. They are “divergent” in nature, with the interviewer asking customers questions such as, “What other problems are you seeing?” For this reason, Discovery interviewers help new-product teams avoid errors of omission… overlooking customer needs that otherwise might remain unaddressed.
After a round of these qualitative Discovery customer interviews is complete, quantitative, convergent Preference Interviews help the supplier select which of these outcomes to pursue. This avoids errors of commission, letting suppliers work on what customers want… not what suppliers think they want. This report covers Discovery interviews; a second report covers Preference Interviews.
Here’s what is included in this report: The Discovery interview online survey collected responses in three areas: skills developed, customer engagement, and insights gained: