The next stage of our favorite research track is in-depth interviews. We suggest interviewing detractors from your NPS research. It’s tempting to choose promoters as your respondents; however, it brings far less value from the point of view of the product development.
The detractors bring the most valuable feedback. Psychologically, it may take your team a lot of courage to face the people who openly criticize your product. They will express much dissatisfaction, but it is worth it. After those interviews you usually have a long list of tasks for marketing, accounting, tech support, design teams, etc…
Some insights about in-depth interviews with detractors:
👉 Working with negative feedback publicly can be really stressful. However, 1-1 interviews with unhappy users are nothing like this. People rarely express aggression in 1-1 meetings. On the contrary, they appreciate your desire to listen to them and fix mistakes.
👉 You don’t need to invent extra bonuses to invite your clients to participate in the research. They are really eager to make your face and admit your mistakes, it’s just human nature.
👉 An unhappy user is full of emotions. It can be risky for your communication flow, but their emotions are extremely valuable. Imagine: a person has been thinking about your product so much, and they are ready to share their thoughts and insights about what your product should look like. And they are willing to share their vision. This is the kind of feedback you need to be relevant to the market.
Tomorrow we’ll share tips on how to make your interviews productive. Stay tuned!
