Christine Shannon

One of my all-time favorite questions to ask is, "If you could wave a magic wand and have something magically change about this [pain point, situation], what would it be?" This open-ended question gets interviewees to think creatively about their ideal state and offers solutions you may not have considered. Here are a few other great questions: Why do you keep doing [the alternative]? What are you currently doing to make [pain point] easier? Are you currently looking for a solution/alternative? ...Read More

Userinterviews.com helps you get a panel of qualified users very fast. We often get more qualified applicants than we need in 24 hours or less. We have used it for 1:1 moderated interviews and unmoderated product feedback - it delivered high-quality participants for both of these research formats. We also use lookback.com for unmoderated interviews. This is an amazing, easy-to-use tool for product feedback. It integrates very nicely with userinterviews.com. I also like Wynter for B2B user interv ...Read More

Identify the problem you're aiming to solve (their pain point), discuss the ideal state (what could it be like if it were solved), and how you can solve it. Then distill this down and down and down until you have a short statement that you can use in marketing. When thinking about your marketing as a whole, it's helpful to think about the key questions your customers may ask and need to have answered before buying your product. Make a list of these and break them out into groups: 1) essential an ...Read More