Sooner or later, every entrepreneur must resort to surveys to improve their product or service. In the previous article, we were able to observe which sectors were the most suitable for carrying out interviews. Below, we will try to give some advice on how to properly analyze the information we have obtained from them.
Analysis and interpretation of surveys
How can we measure these results? The only quantitative data we will obtain is the age, sex, profession and number of interviewees, because the rest are emotions and experiences that the interlocutors have conveyed to us. To do this, there is a tool called an empathy map that forces us to put ourselves in the place of our clients in order to really identify the characteristics that will allow us to make a better fit between our products or services and their needs or interests. Once each interview is completed, we will create an empathy map for each user with the following variables:
What do you think and feel?: Here we will point out what really matters to the interlocutor: their main concerns, worries, dreams and aspirations.
What do you see?: Information that refers to your environment and how you perceive it.
What do you hear?: In this field we will insert everything related to what your friends, family, and your work environment say (or tell you).
What do you say and do?: In this field we will insert all the information obtained in these surveys regarding your attitude in public and your appearance.
From these four characteristics, we will obtain weaknesses and strengths that panama phone number help us make decisions and really get to know our potential users. In this way, we will obtain profiles, archetypes and customer segments reflected in each empathy map that will help you perfect the product before going to market and, later, segment it on the Internet in your marketing campaigns.
If you discover that your project has many weaknesses, don't dismiss it. Good development and creative work can transform all weaknesses into strengths. That is why, once this process is complete, we can redefine our entrepreneurial challenge, taking into account the following form:
“Username” needs a way to……., because….
Example: Paco needs a way to decide with confidence, because there is a lot of information on the Internet.
In order for these interviews to unleash the emotions and imagination of the interlocutor, remember that you must listen actively, opening and closing the discussion focus as you wish, feeling what the client tells us and capturing the ideas that he offers. Usually, these interviews are carried out by several people, it is recommended that one subject takes notes, another asks questions and a third helps the other two parties. In this way, you will be able to successfully fill out the empathy map and then create user archetypes to target with your marketing campaign and strengthen those aspects that you had neglected in the design of your project.