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Customer Discovery Improves Customer Discovery

Even the best customer discovery tools rely on customer discovery to hit the mark. Here's what we focus on when we "get ...


Even the best customer discovery tools rely on customer discovery to hit the mark. Here's what we focus on when we "get out of the building."

We’ve found the most success with our product launches when we “get out of the building” and talk to our potential users to figure out the best configuration. Through these advance customer discovery interviews, we seek to extract specific data about:

  • Marketing:
    • Through which channels users receive most new information at work
    • What content would convince a user to click on a link to initiating a conversation 
    • What content would convince the user to take the time to focus and give thoughtful input
    • What language shows we understand what the users understand – for a military user, think “squadron” instead of “team”  
  • Conversations: 
    • What language we should use to get the data we need – e.g., “What question would result in you telling me about a critical problem at work?”
    • What answers the users give when posing specific questions 
    • Clarifying questions the user asks in response to scripted questions
    • What phrasing a user would use to get someone to reply with a specific data point – e.g., to build a user profile, you need to know how a user would identify the sub-organization with which they’re affiliated
  • Instant Value: 
    • What information we can give back to the user that is valuable to them
    • What users want to learn about related to the data we are collecting – e.g., what other users are saying, how many people responded, etc.


Once you’ve gathered all the data you need to get started gathering data...test and iterate until you’ve got it right.

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