Chapter 4

After the interviews, does anyone read them?

Phỏng vấn xong rồi, ai đọc lại?

The chapter's question

Which decision has my research actually changed?

Big idea

Interview notes sitting in a document nobody opens are wasted research.

In this chapter

  1. Part 4.1

    Grouping What You Heard

    How many themes do my ten conversations fall into?

  2. Part 4.2

    Using Their Words

    Which of the customer's words am I replacing with company words?

  3. Part 4.3

    One Page, Not a Report

    If I could write only one page, what would I write?

  4. Part 4.4

    Who Needs to Read It

    Do sales and product actually read my findings?

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?