Market Research: Customer Interviews

Hi Webmasters,

My name is Nate and I manage the DVD retail site Studmall.com along with Brian at StudMuffinBlog. At this phase in our development, we are looking to connect with customers via one-on-one telephone interviews for some market research, with the goal of improving our site to better suit their needs and preferences.

Now, if we were selling a product like lawn chairs, it would be fairly straightforward to send an invitation to participate in a telephone interview. However, since we’re peddling gay porn, I worry that many people might be embarrassed to participate in this sort of thing.

So my question to you all is: Have you ever tried one-on-one interviews with your customers, and if so, how receptive were people to participating? What worked for you, and what didn’t? Any help, guidance or insight would be appreciated!

I have done one-on-one interviews before and focus groups. I lean towards saying the focus group was more informative for me. When I had a large group of people together everyone wanted their opinion to be heard and I was able to get great intel from that. The one-on-one interviews were slightly more awkward. However, when I got a person willing to talk with me and be completely open they really gave me great information.

The one thing I can tell you is if you do not act embarrassed, they won't be embarrassed to answer openly and honestly.

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Originally Posted by tommy5tone

I have done one-on-one interviews before and focus groups. I lean towards saying the focus group was more informative for me. When I had a large group of people together everyone wanted their opinion to be heard and I was able to get great intel from that. The one-on-one interviews were slightly more awkward. However, when I got a person willing to talk with me and be completely open they really gave me great information.

The one thing I can tell you is if you do not act embarrassed, they won't be embarrassed to answer openly and honestly.

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It's reassuring to hear your customers were so open. If I can ask, how did you recruit your participants? What kind of site did you hold the focus group to review?

welcome to the forum, Nate!

Have you thought about doing anonymous questionnaires or polls? Perhaps that would be a good way to get around the shyness factor?

I actually held the focus groups in person. At first I held focus groups at industry events where there were already built in fans that would be more than willing to participate, then moved onto craigslist. I held the groups in 4 different cities that I was already traveling to and events were going on. Vegas was the least helpful! Ha!

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Originally Posted by HunkMoneyLuke

welcome to the forum, Nate!

Have you thought about doing anonymous questionnaires or polls? Perhaps that would be a good way to get around the shyness factor?

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Thanks Luke -- that's a great idea for overcoming shyness since polls are so anonymous. Right now though, I'm interested in engaging in an exploratory discovery process. I believe one-on-one interviews (or focus groups) are more suited towards my goals at the moment.