Transformation
Narrative Research
Narrative research gathers input from customer interviews, stakeholder interviews, sales calls, support conversations, reviews, surveys, competitor websites, search behavior, analytics, and product feedback — to ground the narrative in real data, not assumptions.
Possible Research Inputs
- Customer interviews — direct conversations.
- Stakeholder interviews — internal perspectives.
- Sales calls — what prospects actually ask.
- Support conversations — what customers struggle with.
- Reviews — public feedback.
- Surveys — structured data gathering.
- Competitor websites — market language.
- Search behavior — what people look for.
- Analytics — what gets attention.
- Product feedback — what users say about the product.
Customer Interview Framework
Interview Questions
1
Problem — what is broken?2
Current solution — what are they doing now?3
Frustration — what does not work?4
Desired outcome — what do they want?5
Buying criteria — what matters in a decision?6
Objections — what holds them back?7
Language used — what words do they use?8
Perceived alternatives — what else do they consider?Never Invent Research
Never present invented research as real research. Customer language is often more valuable than internal corporate language.
Related Services
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