Chapter 2

Can ten conversations beat a thousand surveys?

Mười cuộc trò chuyện có đáng hơn nghìn phiếu khảo sát?

The chapter's question

When did I last talk with someone who just bought?

Big idea

Ten thirty-minute conversations give more than a thousand-person survey.

In this chapter

  1. Part 2.1

    Who to Invite

    How do I find buyers to interview?

  2. Part 2.2

    Asking About the Past

    Why is asking about their last purchase better than asking what they think of the product?

  3. Part 2.3

    Questions That Spoil the Answer

    Which of my questions is handing them the answer?

  4. Part 2.4

    How Many Interviews

    By which interview do I start hearing the same things again?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Who Actually Buys is free to read right here.

Read in Conan School

Chapters of Who Actually Buys

  1. 1.Is my customer profile fact, or the boss's opinion?
  2. 2.Can ten conversations beat a thousand surveys?
  3. 3.Do they buy the product, or the moment?
  4. 4.After the interviews, does anyone read them?
  5. 5.What do non-buyers know that buyers won't say?