AUDIENCE INTERVIEWS

I want to understand why an audience looks and behaves the way it does

to uncover the specific needs and frustrations we could target

What is it

Interviewing potential customers or supporters to get direct feedback on what they do and what motivates them. This activity is about asking open questions to explore the ‘why’ behind their behaviours and attitudes: what do they do and think? How does it make them feel?

When to use it

When you want to understand the ‘why’ behind some of the patterns you are observing. Recruitment is key - having a really specific criteria helps and using a proper screening process to ensure you are speaking to the right people.