Casual chats won't cut it: How to plan productive customer interviews with Katharine Hibson

This is a podcast episode titled, Casual chats won't cut it: How to plan productive customer interviews with Katharine Hibson. The summary for this episode is: <p>In this episode of Product Marketing Life, Mark Assini is joined by experienced marketing consultant at Broadridge, Katharine Hibson.</p><p><br></p><p>Katharine shares her expert insights on conducting effective customer interviews, stressing that customer conversations require strategy and planning, not a casual approach. She outlines her process for preparing an interview guide, including motivational topics to cover and open-ended questions that draw out insights.</p><p><br></p><p>Join Katharine and Mark as they discuss what success looks like, common mistakes you can make, templates she’s created to guide customer interviews, and everything in between!&nbsp;</p><p><br></p><h2>Key takeaways</h2><ul><li>How proper planning and strategy, not a casual approach, lead to productive customer conversations.</li><li>The benefits of letting customers speak openly and without interruption.&nbsp;</li><li>How asking ‘why’ can help you dig deeper and gauge pain points.</li><li>Why having a consistent interview structure is fundamental.</li></ul><p><br></p><p>And more.</p>