When was the last time you spoke to your customers?

I see startups putting off their user interviews all the time, because they don’t know where to start, how to structure them and what insights they should even be looking for.

You might assume they know your users’ pains, motivations and challenges.

But if you’re not speaking to them regularly, it’s hard to think outside of your box.

My 1.5 hour, 36-part course will guide you through user interviews from start-to-finish, with actionable tips and templates on what to do before, during and after the interviews.

If you’re an early-stage DTC startup who is struggling to resonate with their target audience, or if you’re unclear on how to position yourself against your competitors, this course is for you.

What you’ll get out of this course:

  1. Understand the value of user interviews including when to use them in conjunction with other types of research

  2. A framework of questions to ask to learn more about pains, gains, competitors and the user journey

  3. Confidence in dealing with the unpredictable side of user interviews including picking up on non-verbal cues, thinking on the spot and dealing with negative feedback

  4. A broader sense of what this research can tell you as well as how to use it to improve your messaging

Put simply, you need to know your audience.

Interviews will allow you to dig deep into changing customer needs, allowing you to realign yourself with their values, develop your customer intuition and give you ideas and energy to test new messaging around.

You can use this research to understand your customer personas, journey maps, jobs to be done and positioning against competitors.

When I was Head of Growth at Heights, our user interviews were a goldmine for important insights.

For example, we learnt that our older audience didn’t like referring to their job to be done as preventing cognitive decline - so we moved away from that messaging, instead focusing on terminology our customers used, like preventing brain fog.

The results of this research and and experimentation around our messaging were clear:

  • 104.3% improvement in conversion rate

  • 2-3x email conversion rate

  • A 60%+ increase in CTR across Meta Ads

Before that, we had a best-in-class product, but no one cared. We didn’t know how to position ourselves. Only by talking to our customers were we able to understand how to communicate our product and accelerate our growth.

Why user interviews?

Some of the brands I’ve helped run user interviews

Whole Supp Logo
Heights Logo
Fiils
Exponential View Logo
Jrny Logo
Flash Pack

 What does the online course include?

£145 for full team access

Format: 37-part video course + templates

    • The value of conducting user interviews

    • How to know if they are the right research technique for you

    • Who to interview and how to get in contact with them including templates

    • Rewards

    • Scheduling and recording tools

    • Determining your objectives

    • Questions and recording answers template

    • What questions to ask

    • Best practice on interviewing

    • Recommended flow

    • Handling negative feedback

    • Example interview

    • Summarising key themes

    • Position mapping

    • Personas

    • Jobs to be done

    • Brainstorming copy

  • I have been working with Daphne for over a year and I must say it is refreshing to work with someone who is so passionate and committed for our business to be successful. The value and IP Daphne brings is invaluable. I would highly recommend working with Daphne.

    Darren O’Reily, Founder of Whole Supp

  • Daphne is a no nonsense growth coach to DTC brands. We had a first message-market fit workshop with Daphne which already proved to be really useful and we are on a bit of a self-discovery journey as a brand as a result.

    Anna Marcovici, Founder of Manifesto Nutrition

 Commonly asked questions

  • This course is designed with D2C startups in mind from pre-launch to scaling up. Whilst many of the learnings will be able to B2B and other types of companies (e.g. apps), it has not been designed specifically for them.

  • Depending on who you have in your team, I recommend founders, growth/product team members and marketing team members to follow this course.

  • You can complete the course itself within 2 hours.

    If you’re efficient, the interviews themselves can be done within a couple of weeks. However, the reality is usually messier - you might struggle to recruit people, or have cancellations. I’d recommend conducting your interviews over a month-long period including time to analyse your findings.

  • You get access for 6 team members for at least five years so you can always go back through the content. You can share templates internally. I do ask you to respect my IP and not send the templates outside of your organisation.

  • You are more than welcome to share your login for the full course or email me at hello@daphnetideman.com after you have paid for the course, and I will give your team members their own accounts for free. The more that follow the course in your organisation, the better!