Author: Lynn Hinderaker

Customer Interviews Can Be Your Growth Catalyst

newbraska.com
402-208-5519
lynn@newbraska.com

Customer interviews can play a pivotal role in understanding the deeper aspects of human behavior, motivations, and experiences. They provide rich and in-depth insights that quantitative research may overlook.
This type of research aims to explore and comprehend the underlying reasons behind people's actions, beliefs, and attitudes. It delves into the subjective experiences of individuals, allowing researchers to gain a holistic understanding of the human element.
Customer interviews (as executed by NEWbraska) can be effective for exploring complex or new topics, understanding the reasons behind people’s behaviors or opinions, and generating insights for product development and improvement. However, the effectiveness of a qualitative interview also depends on several factors, such as:
The quality of the interview questions, which should be clear, open-ended, relevant, and unbiased.
The skill of the interviewer, who should be able to establish rapport, listen actively, probe appropriately, and avoid leading or influencing the responses.
The selection and recruitment of the participants, who should be representative of the target population and willing to share their views honestly and openly.
The analysis and interpretation of the data, which should be rigorous, systematic, and transparent.

CASE STUDY

NEWbraska was chosen to help a 46 year old civil engineering firm attract new clients. The President of the firm typically emphasized the company’s tradition, heritage and reliable, long term performance as the company’s core value proposition.
However, the interviewees emphasized the importance of new engineering concepts, an emphasis on new ideas and emerging technologies as well as renewable energy projects. This took the client company by surprise.
NEWbraska helped the company realign its brand around the future (instead of the past) using contemporary marketing materials and a bright new office design. This attracted young workers and more clients. The entire project drove bottom line improvement for years. Eye-opening research was the catalyst.