Adrienne Barnes talks about audience research myths, unpacks how to own your audience by asking the right questions to the right people, and outline the number one question she asks to uncover golden nuggets and crack a marketing research conundrum.
“A lot of it, if we’re just gonna get real, boils down to shame or embarrassment. People feel like their product didn’t meet the mark, their tool was wrong or bad or whatever the case may be. But that’s not the case at all. The case is, somehow, somewhere along the line, we attracted a poor fit. And I need to know why. What did we do, what was the message we were sending out, the signal we were sending out, that told these people that this was gonna be the tool for them?” ~ @adriennenakohl
- Sometimes the only way to catch blind spots and stop customer complaints is to sit down and chat with someone who’s actually purchased your product.
- The first step is figuring out who to reach out to from your audience. Adrienne typically separates a customer base into three segments – the ideal customer, the average customer, and the unhappy customer.
- Third-party researchers are more effective because they’re often better listeners. When you work at a company, you’re more inclined to offer up solutions or otherwise attempt to fix a customer complaint. Refusing to empathize shuts down a conversation almost immediately.
- A common research myth is that it takes endless time and money to understand an audience.
- In a conversation, ask customers why at least five times. This helps them dig deeper and often leads to golden nuggets about customer experience or ineffective messaging.
Links and Important Mentions
- Adrienne’s website
- Adrienne on Twitter
- Adrienne’s newsletter
- Jobs To Be Done
- Never Split The Difference by Chris Voss
- Check out a bonus episode with Adrienne
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What is Live In The Feast?
Live In The Feast is a seasonal podcast for developers and designers looking to discover their niche to build recurring revenue. So that they can live the life that they want and ultimately reach the goals of why they started their own business in the first place. Each season will be a theme specific to your business. And each episode features a guest who's been there before and achieved success. You'll get actionable takeaways for you to implement in your business immediately after each show. No fluff, no pie in the sky dreaming, this is real-life examples and takeaways for you.