Market research is a core skill for product managers. Artifacts like product requirements, competitive landscapes, and positioning all require some type of research. Regrettably most product managers only leverage their intuition and secondary research sources like websites. Product managers should conduct more primary research to support their work with actual market facts instead of assumptions […]
Win-Loss Interviews are a market research technique designed to learn market facts from customers and prospects. When you Google ‘Win-Loss Interview Questions’ there are over 77,900,000 results. We have found from years of experience conducting Win-Loss Analysis projects that there are some questions you should always ask. The question set you use needs to be […]
Win-Loss Interviews are a form of market research. They help an enterprise to understand why a customer made the decision to buy or not buy a solution. Win-Loss Interviews cover a wide variety of topics – product functionality, marketing messaging & positioning, packaging & pricing, pilot project experience, etc. A challenge is determining when is […]
Win-Loss Analysis is a popular method for gaining a deeper understanding of both the behavior and the decision-making process of prospects and customers. Google reports that there are over 41,100,000 search results for Win-Loss Analysis Best Practices. Very few of these posts focus on what not to do. Until now, dear friend! Here are 8 […]
A lot of organizations perform their own Win-Loss programs. That’s great! Indeed, we frequently help companies stand up programs and support them as they develop. But as with all things, tradeoffs are made. If your team is running its own program, or if you are considering running your own program, read on! Here are 5 […]
After all this time doing market interviews, similar issues keep bubbling up as we speak with Product folks. Of course, that’s why we enjoy talking about them so much. Read on if you’re ready to kick your research up a notch! Know What You Want to Learn: A Focused Initiative Depending on the area of […]
Companies and leaders engaging in Win-Loss often think that Loss-focused data will net the most-useful information on a research project. The thinking goes that since they already know what Wins have to say speaking with Losses will yield the most useful information. And if the account manager says the relationship is good then that’s good […]
We know that getting going with Win-Loss can be a bit daunting. Maybe you haven’t made calls before or you’re not sure what to research. Don’t sweat it! It can take a while to get the hang of this. Keep at it! But hey, we’ve been doing this for a long time now, so why […]
It’s a curious thing in business that we spend so much more time thinking about acquiring new customers than we do making sure that the ones we have already are happy. That is, until it’s time to get them to sign up for renewal, right? But it’s often too late and they’re moving on. Oops! […]
We’ve come to learn a lot over the years we’ve been performing Win-Loss and market research interviews. In each engagement we come across insights that are surprises for both us and the organizations that sponsor our studies. Here are three real gems that keep coming up. It’s potpourri time. Let’s do this! Word of Mouth […]
