You probably know by now that we’re big on talking to customers (and prospects). Without doing that, you’re simply just guessing what they need, what motivates them, and how you can add value to their lives.

When it comes to understanding people we rely on two powerful frameworks: Jobs to Be Done (JTBD) and the Four Forces.

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Without getting into the theory of it here, there’s really a few things you want to try and understand:

1. What are they struggling with? This will help you identify their pains which you can position your product around and tap into through your messaging.
2. What else have they tried and why didn’t they work? Now you can position your product as the better choice. 
3. Where do they go looking for answers? This helps make sure you’re showing up where it matters most.
4. What does ‘good’ look like to them? This helps you paint a picture of what the future could look like if they used your product.
5. What stops them from trying something new? Addressing their anxieties upfront can help you remove friction from the decision making process.

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You can get a good understanding of this through both surveys and direct conversations. If you can, I’d really recommend trying to actually speak to people through one-to-one discussions - you can’t beat the depth you get this way. 

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When it comes to doing interviews, these three principles from “The Mom Test” are a great guide:

• Talk about their life instead of your idea/product/business
• Ask about specifics in the past instead of generics or opinions about the future
• Talk less and listen more!

Here are our top questions to help you get the answers you need

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Understand their struggles and frustrations

• When you signed up for X, what were you hoping to achieve? 
• What are the implications of not achieving this?
• What led you to start looking for a better way?

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Understand the alternatives and effectiveness 

• How are you managing [the problem] now?
• What else have you tried?
• Why didn’t they work? 

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Discover where they are seeking help 

• Where did you look for answers or solutions to [the problem]?
• What resources / information helped you the most? 

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Defining what success looks like 

• What would ‘good’ look like for you if [the problem] was completely solved?
• What does it mean you can now do?

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Addressing their hesitations and barriers 

• What concerns or hesitations did you have before using [product/service]?
• What gave you to confidence to try it? 

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💡 TOP TIP

Collect the actual words your audience uses in their answers to build a bank of language to use when you reflect these things back out to the world in your messaging, on ads and landing pages, through emails etc.  You’re more likely to make a connection with them if you’re speaking their language!

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