Market Research: Customer Interviews

[nastynate]

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!

[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.

[nastynate]

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.

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?

[HunkyLuke]

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?

[tommy5tone]

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!

[nastynate]

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?

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.