Understanding your customers’ experiences is more important than ever given the limited face time you have with them. In order to truly enable customers to help you build products and services that best meet their needs, you need to get beyond the often transactional, digitally divided relationships you may have with them and develop more genuine connections.
In this webinar, we’ll explore how to use ethnographic interviews to help solve your most pressing business challenges. By watching and listening to your customers in their natural settings, you’ll get insights that are candid, actionable, and impactful.
You’ll learn how to:
- Leverage the digital divide to get raw, candid feedback from your customers
- Design unmoderated tests that will establish the kind of rapport necessary for thoughtful reflection
- Weave together behavioral and attitudinal questions in an unmoderated ethnographic interview to approximate actual, moderated ethnography
- Analyze the results of unmoderated ethnographic interviews in a way that drives business impact