Skip to main content

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?

Comments

Popular posts from this blog

You Make Time for What (and Who) Matters

I’ve always been a big proponent that you make time for the things and people that matter. Sounds simple, right? Then, why do so many not implement this better in their lives? Let me take a moment to recognize this more explicitly.
I touched on Laura Vanderkam’s TED Talk “How to Gain Control of Your Free Time” in last week’s post. In it, she shares a story of a woman who had a leak in her home. Coordinating with plumbers, and getting everything resolved, the woman estimated that it probably took seven hours of attention. That’s seven hours of “stuff” the woman hadn’t planned on doing. If you were to ask her (or most anyone) to find seven hours in the week before, she’d have told you, “heck, no, I don’t have seven hours. I’m busy!”
I was thinking of Laura’s talk in conjunction with Jacob Christensen’s How Will You Measure Your Life. Specifically, I’m aligning “making time” with Christensen’s Resources-Processes-Priorities framework. We make (process) time (resources) for the things th…

Vertical SaaS? Horizontal SaaS? It’s All News to Me

Not sure why, but I have only recently heard of a term called “Vertical SaaS”. Okay, there’s also “Horizontal SaaS”, too. Based on some light research, looks like vertical SaaS is also a growing trend and the number of companies fewer than horizontal SaaS providers.
Vertical SaaS borrows its moniker from the concept of vertical integration whereby there is more control over a supply chain from raw materials to point-of-sale. Here, vertical SaaS companies focus on a niche market (industry) offering a solution that enables more process control.
Horizontal SaaS providers get really good at a particular offering, and widen their market to reach scale. Their focus is on breadth of market, and thus, its sales and marketing strategies can require more resources.
Many vertical SaaS companies (such as Veeva Systems, Guidewire, Fleetmatics) are doing well usurping legacy systems of traditionally slow-tech-adoption industries. Here, vertical companies develop a best-of-breed product, and focu…

My Life-Defining Moment Happened When I Failed to Make Varsity in High School

Ever stop to think about who you are? What makes you tick and tock? How about what you truly enjoy and what you’re good at vs. not good at? Or what/ who has shaped you into the person you are today?
I’m at this stage of figuring out whether to continue independent consulting while iterating on ideas for the next startup or take on some full-time employment (consulting, product management, or otherwise). My recent post about my daily/ weekly schedule was an interesting exercise in stepping back and recognizing what I’m actually doing in a day, and made me really think at the macro level.
In one of my recent reflections, I thought about defining moments in my life. One of those watershed events that truly transformed me was my failure to make the Varsity soccer team in high school. I won’t rehash the whole story here – shared the story almost a year ago in my post titled “Getting Through Dark Moments and the Most Vulnerable Story I've Ever Told Publicly”. It’s this moment that I w…