Interviewing Switchers: a Reliable Shortcut to Feature Definition & Prioritisation (ProductCamp Sydney 2014)

Customers don’t just buy a product — they switch from something else. And customers don’t just leave a product — they switch to something else.
It’s in these switching moments that the deepest customer insights can be found and are easiest to uncover.
I'll introduce a simple framework and a quick customer interview technique to help product managers better leverage the drivers and blockers that drive sales and churn:
You’ll understand why people switch from one product to another and how you can increase the odds that the switch goes your way.

Transcript

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