Why you need to talk to your customers (and how to do it )
"Half the advice I give to startups is some form of 'talk to your customers.'" - Paul Graham, Y Combinator founder
This isn't just startup wisdom – it's crucial for any business, yet many companies struggle with it. Why? The answer often lies in an over-reliance on quantitative data and misunderstanding of customer research methods.
Common research pitfalls
Dashboard dependency
Many businesses feel comfortable behind their dashboards of metrics – conversion rates, engagement statistics, and user flows. While tools like Hotjar, Mixpanel, and Google Analytics provide valuable insights, they tell only part of the story. As UX expert Jared Spool pointedly notes, "There's a technical name for the absence of user research: Guessing."
The survey trap
It is too easy to run a survey. That is why surveys are so dangerous because they are misunderstood and misused. They can suffer from response bias, leading questions, and often fail to capture the context behind user behaviours. While they have their place, surveys shouldn't be your only customer research tool.
The focus group fallacy
Focus groups, while popular, are prone to various biases. Group dynamics can lead to conformity, with dominant personalities influencing others' responses. Individual opinions often get lost in the group setting, making it difficult to gather genuine insights
The A/B testing myth
A/B tests are verification tools, not discovery mechanisms – they can validate assumptions but can't uncover new customer insights or unexpressed needs. They're best deployed after you've gained deep customer understanding through direct conversations. Often mis-used, A/B tests (like surveys) are deceptively simple to set-up but require rigorous design, proper sample sizing and careful analysis of variables to draw valid conclusions.
A better approach: direct customer conversations
I am not advocating casual chats with your best customer over coffee. I am talking about planned and structured conversations with people who matched your Ideal Customer Profile (ICP). Current, potential and past customers. Each conversation should follow a well-designed discussion guide that probes specific hypotheses while remaining flexible enough to explore unexpected insights. Without this framework conversations can devolve into pleasant but unproductive discussions that fail to address your core business questions.
Before jumping into customer conversations, you need a solid research plan. Here's how to get started:
Map your assumptions. Document what you think you know about your customers and their needs. These assumptions will form the basis of your research questions.
Identify and interview stakeholders. What feature do they think the customer wants? What change would they like to make? Ensure all relevant team members are involved and aligned with the research objectives. Their buy-in is crucial for implementing insights later.
Prioritise your questions. Focus on the most critical unknowns about your customers. What insights would most impact your business decisions?
Segment your audience. Who do you want to talk to. Don't limit yourself to current customers. Include potential customers and perhaps even those who chose competitor solutions.
Bring this all together on a 1 page plan. You'll find a template here.
If you or your teams need help getting your research plan right, why not let me facilitate a workshop to guide you through these 5 stages to help you started having real and impactful conversations with your customers? If you are interested in learning more, let’s chat.
In my next article, I’ll talk about tips and tricks for recruiting participants for your research.
