One of the biggest challenges in business today is creating a product or service that not only meets the requirements of the client, but also the needs of the end users. The solution is simple - a marketing interview. Most websites, products and services are developed with a focus on the wishes of the customer - be it a company or a business - while the real needs and expectations of those who will use the product or service are often neglected. The key to success is to conduct a marketing interview before starting any project.
Research as the basis of success
Before you start developing any product, service or website, research is an indispensable step. Without thorough research, you risk creating a solution that only satisfies those who ordered it, but not the end users. The key questions to be answered are:
- Who is your end user?
- What are his needs?
- How does he use products or services similar to yours?
We can get answers to such questions through interviews.
What is a marketing interview?
A marketing interview is a process during which an employer assesses the abilities, skills and experience of a candidate for a marketing role. The interview may focus on different aspects of marketing, depending on the specific position (eg digital marketing, brand management, content marketing, SEO, social media, etc.). The goal is to assess whether the candidate possesses the necessary technical, analytical and creative skills, as well as the ability to think strategically. A marketing interview can be used for a variety of purposes:
- Research interview - used in scientific research to obtain data from the perspective of the respondents.
- Survey interview - talking to a large number of people in order to collect data about opinions, attitudes or behavior.
A marketing interview enables a deeper exploration of topics through interaction and obtaining direct information from respondents. Conducting interviews allows for a deeper understanding of the respondents' views, opinions and experiences. Also, the marketing interview provides an opportunity to ask additional questions and clarify answers in real time, and it can also be adapted to specific needs and situations, providing personalized answers.
Through this research, you can discover undiscovered problems, wants or needs that your target audience may not even be aware of. In this way, you create a solution that is not only functional, but also relevant for users.
Focus on the end user, not the client
Most websites today are created with one goal in mind - to satisfy the customer. It can be a local business, corporation or any other organization that wants an online presence. While their requirements are important, the real success of a site lies in its ability to attract and retain end users.
When we focus only on the customer, we risk ignoring the real expectations of the audience. For example, a cluttered design, complicated navigations or content that does not match the interests of the user are often the result of relying too much on the wishes of the client. For a product or site to be successful, it is necessary to balance the client's requirements with the user's needs. That's why our agency created a questionnaire that helps us better understand and take into account the wishes and goals of our respondents.
How your user research improves design and functionality
Research before starting a project allows you to understand user behavior patterns and their preferences. Once you know how users access information, what motivates or stops them, you can create sites and products that directly respond to their needs. This approach not only increases user satisfaction, but also positively affects conversion rates, sales and long-term success. Through its questionnaire, Tourmaline discovers the main drivers of clients, their fears and needs, so that, based on the answers, they can produce a site that is fully adapted to what they need for an easier purchase.
Do you want to customize the site for your users and speed up the purchase process?
Our agency conducts a questionnaire displayed on the site that helps us better understand the needs and thoughts of our clients. Precisely for this reason, the questionnaire was created in a slightly more extensive form and encourages respondents to think critically so that the answers are as extensive as possible and show as much useful information as possible.
Turmalin is your partner in strategic market research, product development and creation of business solutions that are fully focused on the needs of your users. For more information on how we can help your business successfully identify and meet market needs, contact us!
