What are some of your favorite interview questions to ask customers when doing market research on segmentation?

I'm responsible for the healthcare vertical in North America, and there are different kinds of healthcare staffing that have differing needs, requirements, and sometimes use cases.

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2 Answers

Segmentation

Sarah Din

Former SVP of Product Marketing at Quickbase • 2y

Here are some questions you can ask: Describe your role in the software purchasing process: are you a budget holder? Decision Maker? Committee Member? Key Influencer? Thinking back to when you started evaluating [one tool named above] what was your role in that process and what was going on that prompted the search for a tool? (get as much detail here as possible – this is the trigger) What problems were you looking to solve with this solution or what use cases were you looking to apply the solu ...Read More

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Samantha Rideout

Cohere Health Director of Product Marketing • 2y

"How did you solve this problem before our product?" 40-60% of deals end in no decision, according to a Harvard Business Review article (and my own lived experience). It's easier to conceptualize how to beat competitors. You can review their positioning, estimate or uncover their pricing, and evaluate their features relative to your product. Battlecards make it easy to format the findings. But it doesn't help for roughly half of the lost deals. Understanding how to compete with internal processe ...Read More

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