Really Find Out What’s on Their Minds – The Benefits of Qualitative Interviewing

May 20th, 2010

Really Find Out What’s on Their Minds – The Benefits of Qualitative Interviewing

Many firms hold meeting after meeting discussing among themselves the need to discern what improvements they must make to better serve their clients. What often happens is internal folks talk about what clients probably like and dislike. In other words, there’s much conjecture, but few hard facts. We have a novel recommendation—go to your clients and “ask ‘em!” The art of qualitative interviewing can uncover excellent insight into what’s working and what’s not. It’s also a very productive approach when a firm is trying to determine its positioning and sales message.

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