Prospect interviews are deep immersion tools that help us get deeper insights into them. The idea is to identify extreme behaviors and map their patterns, as well as people’s latent needs.
The research is qualitative and does not seek to provide exhaustive knowledge on consumption and behavior segments, but by gathering opportunities to compile extreme profiles, it allows the creation of specific solutions.
Often these solutions cater to other groups, but they would not have emerged if scrutiny had not been trained on the differences.
To this end, project team members meet clients or users of the product or service in question to observe or interact with them in the context of use, to get a feel for their point of view and find out not only what they have to say, but also what they are doing and how they are feeling.
The time is taken to get to know their lives so as to develop empathy, better understand their points of view, and thus identify their beliefs, concerns, and needs.
There are a number of techniques for conducting this research, such as Interviews, the photographic record, Participant observation, Indirect observation, Cultural probes and so on. In this article, we will focus on interviews.
What is it?
Prospect Interviewing is a method that seeks through conversation with the prospect of obtaining information from questions, context awareness cards, and other techniques. Information Sought pervades the subject under examination and the central themes of the interviewees’ lives.
When do we use them?
Interviews are particularly useful to get at the story behind the prospect’s life experiences.
We prompt our client’s prospects to explain the reasons for these narratives so as to be able to understand the meaning of what is being said.
Through interviews, it has become possible to expand the understanding of social behavior, discover exceptions to the rule, and map extreme cases, their origins, and repercussions.
How do we use it?
Our research consultant usually meets the research subject in his or her home, workplace or any other environment related to the theme of the project and talks about relevant issues, following a predetermined protocol that can be adjusted, depending on the conversation.
By delving into each person’s point of view, different perspectives of the whole can be discerned, and it is possible to identify polarities that will help to develop Personas, thus providing raw materials for the generation of ideas in the Ideation phase.
Healthcare startup onboarding doctors.
This healthcare startup lets call them DocHubly* is a platform startup connecting patients with doctors for a video conference consolation at the comfort of their home or office for non-chronic patients, saving them time.
Our role was to help them discover the value proposition for the doctor population, understanding their pain points and struggles.
An immersion carried out for this healthcare startup with a broad representation of different medical specialties was conducted in three large Indian cities.
During the interviews, the following techniques were applied to explore in greater depth the meaning behind people’s remarks:
The way doctors use artifacts reveals a lot about what they do and think about certain services and products.
In interviews, for instance, doctors were asked what happens after a patient contacts them, how certain dermatologists organized their records and what general physicians have the software.
This allows for a better understanding of how these key players perceive patient records and input.
Context awareness cards:
These are cards containing images likely to evoke memories and stimulate interviewees to remember revealing stories that would otherwise never come up.
When an image of an empty waiting room is shown to a doctor, for instance, they are asked to describe their deepest fears or fondest dreams.
Or when doctor aggregator startups show them a pathway to get patients how skeptical are they?
It is then possible to understand their opinions about their relationship to the brands, even without directly asking them about the subject. We were able to learn about their deepest challenges.
1. Getting patients into a crowded geographical context with the same specialty doctors.
2. Early Symptoms Vs. Later serious symptoms, patients usually approach doctors when the symptoms are unbearable.
3. Follow-ups: When the doctor prescribes medicines and asks them to come for a follow-up, the partners seldom turn up because their symptoms cease to exist and are doubtful if the doctor is trying to fleece them.
4. Fees: The fees are generally defined by geography rather than by practice.
5. Different specialties had unique patient journeys.
These aspects really helped us brainstorm further to help our client come up with a value proposition that was not only relevant but solved the biggest vulnerable pain points very specifically. The product is now being pivoted with these inputs.