Have you ever been approached to do a market research interview? Wondering what it’s like, and why you would agree to do it?
At Eigenworks, we talk to people all day long on behalf of our clients. We spend a full 30 minutes with each person on the phone (well, on Zoom calls, to be exact).
Yes, 30 minutes! Think about that — busy people willingly give that much time to talk with a total stranger, in detail, about their purchase decisions.
Why would someone ever agree to this?
Well, we do offer a gift card or a donation to a charity of choice in appreciation for someone’s time. That’s standard market research protocol and it definitely helps encourage participation.
But people also find genuine value in the interview experience itself.
“It’s really exciting when I get to share our story and share about our company and where we are headed,” one buyer told us.
“It’s fun. Thank you for listening to me as well because I’m pretty passionate and excited.”
Laurie Meyer, Lead Recruiter at Eigenworks, says people agree to do interviews for various reasons. Some simply want to help — they’re happy to give feedback and share their expertise.
Another buyer told us, “Someone needs to tell these companies what we actually need!”
And if the interviewee had a negative experience with our client, “it can be really cathartic to talk with a neutral third party,” Laurie says.
Of course, not everyone agrees to do an interview. Some people aren’t interested. Others are too busy.
But those who participate generally find it’s worth their while, because it gives them a chance to process their decision-making.
At Eigenworks, our win/loss and churn interviews are an actual conversation, not a series of “yes” or “no” or “please rank on a scale of 1 to 10” questions.
We ask people about their role, their goals, and the challenge or change that triggered a search for something new. They tell us how they evaluated our client’s offering. They share candid feedback on how our client stacks up against the competition.
Interviewees welcome the chance to debrief their decision out loud with an impartial observer. The conversation deepens their understanding of their own decision.
In short: we at Eigenworks learn a lot from our interviews. In turn, our clients learn a lot. And the interviewees learn a lot, too.
“They’ve been surprised at how much of a positive experience it was,” Laurie says.