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Customer Discovery -- Verbal vs. Digital Survey


I received a question in response to last week’s post on Customer Discovery Surveys.
Fantastic question. My response:
Digital surveys (SurveyMonkey, Google Apps, etc.) can be easily scaled and sent to a wide-range of audiences. Whereas, verbal surveys can be time intensive and expensive to scale – scheduling, logistics, etc.


As Don Pottinger, CTO of Kevy, points out, however: “[actual] conversations tend to go unexpected places and reap unexpected insights...something that is harder to do [with] digital.”

Assuming you get in front of the audience, thoughts on digital vs. verbal:

  • Depends on Phase of Customer Discovery. At the beginning, verbal is the quickest way to test and modify an initial hypothesis. As the pain-point and solutions become clearer, you may switch to digital for scale. Then, switching back to heavier verbal during solution build.
  • Consider who you are asking and your relationship. Do you know the audience or have the clout to motivate someone to take a digital survey? Or would verbal develop the relationship to get results? 
  • What’s the value of your offering? The higher the price of your offering, the more critical and appropriate it is for verbal communication. This is simply as sales cycles can be lengthy; thus, more involvement is required to foster trust and development.
Surveys are great direction tools, but not the end-all be-all. Mike Bivone (currently of Juice Analytics) recalls from his startups, “people often tell you one thing but behave completely differently.” At Body Boss, we built features given input from coaches that they would buy if said features were built. However, when we did build those features, coaches didn’t buy. Instead, we should have built lightweight versions and tested with prospects before full development.

Customer Surveys are another directional tool in your arsenal, but you never know till you make moves.


How do you mix verbal and digital customer discovery surveys? What are some tools and methods you've used to do customer discovery? How much do you trust survey results?

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