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๐——๐—ผ๐—ถ๐—ป๐—ด ๐—ฐ๐˜‚๐˜€๐˜๐—ผ๐—บ๐—ฒ๐—ฟ ๐—ฟ๐—ฒ๐˜€๐—ฒ๐—ฎ๐—ฟ๐—ฐ๐—ต ๐—ถ๐˜€ ๐—ต๐—ฎ๐—ฟ๐—ฑ

Aktualisiert: 25. Dez. 2023

โšกย ๐——๐—ผ๐—ถ๐—ป๐—ด ๐—ฐ๐˜‚๐˜€๐˜๐—ผ๐—บ๐—ฒ๐—ฟ ๐—ฟ๐—ฒ๐˜€๐—ฒ๐—ฎ๐—ฟ๐—ฐ๐—ต ๐—ถ๐˜€ ๐—ต๐—ฎ๐—ฟ๐—ฑ, ๐—ฎ๐—ป๐—ฑ ๐—ถ๐—ณ ๐—ถ๐˜ ๐—ถ๐˜€๐—ปโ€™๐˜ ๐˜†๐—ผ๐˜‚โ€™๐—ฟ๐—ฒ ๐—ฑ๐—ผ๐—ถ๐—ป๐—ด ๐—ถ๐˜ ๐˜„๐—ฟ๐—ผ๐—ป๐—ด. Step 1: how I talked to 50 firefighters using LinkedIn



In 2019 I was contracted by STIHL (they do motorsaws and stuff, maybe you have heard of them) to bring a new Virtual Reality application for firefighters to market.



๐— ๐˜† ๐—ณ๐—ถ๐—ฟ๐˜€๐˜ ๐—ฝ๐˜‚๐˜€๐—ต ๐˜„๐—ฎ๐˜€ ๐˜๐—ผ ๐˜ƒ๐—ฎ๐—น๐—ถ๐—ฑ๐—ฎ๐˜๐—ฒ ๐˜๐—ต๐—ฒ ๐—บ๐—ฎ๐—ฟ๐—ธ๐—ฒ๐˜ ๐—ป๐—ฒ๐—ฒ๐—ฑ ๐—ณ๐—ผ๐—ฟ ๐˜๐—ต๐—ฎ๐˜ ๐—ฎ๐—ฝ๐—ฝ๐—น๐—ถ๐—ฐ๐—ฎ๐˜๐—ถ๐—ผ๐—ป (tldr: there was none) to be able to build a better sales strategy.



I put a number out there: we need to talk to 50 firefighters in order to have a statistically relevant set of answers.



๐—Ÿ๐—ฒ๐˜ ๐—บ๐—ฒ ๐˜๐—ฒ๐—น๐—น ๐˜†๐—ผ๐˜‚: ๐˜๐—ต๐—ผ๐˜€๐—ฒ ๐—ฝ๐—ฒ๐—ผ๐—ฝ๐—น๐—ฒ ๐—ฎ๐—ฟ๐—ฒ๐—ปโ€™๐˜ ๐—ฒ๐—ฎ๐˜€๐˜† ๐˜๐—ผ ๐—ด๐—ฒ๐˜. Call the municipality and hope they give you phone numbers of their voluntary supporters from the firefighting unit? Forget it - ever heard of โ€œDSGVOโ€? Build a fake landing page and hope they sign up? Nope, too careful.



So I started a search on LinkedIn and voilร  there were actually a few thousand people who are also firefighters as a voluntary side job in their community.



Manually I started adding a few hundreds. Having STIHL in the background was really helpful, because all those guys (yes, only guys) loved their STIHL equipment.



๐—ฃ๐—น๐˜‚๐˜€, ๐—ถ๐˜ ๐˜„๐—ฎ๐˜€ ๐˜๐—ต๐—ฒ ๐—ณ๐—ถ๐—ฟ๐˜€๐˜ ๐˜๐—ถ๐—บ๐—ฒ ๐—ฒ๐˜ƒ๐—ฒ๐—ฟ ๐—ณ๐—ผ๐—ฟ ๐—บ๐—ผ๐˜€๐˜ ๐—ผ๐—ณ ๐˜๐—ต๐—ฒ๐—บ ๐˜๐—ต๐—ฎ๐˜ ๐˜€๐—ผ๐—บ๐—ฒ๐—ผ๐—ป๐—ฒ ๐—ณ๐—ฟ๐—ผ๐—บ ๐—ฆ๐—ง๐—œ๐—›๐—Ÿ ๐˜„๐—ฎ๐—ป๐˜๐—ฒ๐—ฑ ๐˜๐—ผ ๐˜๐—ฎ๐—น๐—ธ ๐˜๐—ผ ๐˜๐—ต๐—ฒ๐—บ, ๐˜๐—ผ ๐—ฎ๐˜€๐—ธ ๐—ณ๐—ผ๐—ฟ ๐˜๐—ต๐—ฒ๐—ถ๐—ฟ ๐—ฒ๐˜…๐—ฝ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ฒ ๐—ฎ๐—ป๐—ฑ ๐˜๐—ต๐—ฒ๐—ถ๐—ฟ ๐˜€๐˜‚๐—ฝ๐—ฝ๐—ผ๐—ฟ๐˜ ๐—ถ๐—ป ๐—ฏ๐˜‚๐—ถ๐—น๐—ฑ๐—ถ๐—ป๐—ด ๐—ฎ ๐—ป๐—ฒ๐˜„ ๐—ฝ๐—ฟ๐—ผ๐—ฑ๐˜‚๐—ฐ๐˜ (even if it was โ€œjustโ€ a digital one).



Those interviews generated so many insights into how these people work, what kinds of challenges they have, how they spend budget on training, what the organisational structures are, how they interface with municipalities etc. that even 2,5 years into the project I regularly looked back into the customer research data to get a better understanding of certain aspects.



In my opinion you canโ€™t outsource this kind of qualitative customer research to a service provider or market research agency or working student.



It needs to be done by your Venture Lead - be it an internal Intrapreneur or an external Co-Preneur like me. ๐—ฌ๐—ผ๐˜‚ ๐—ต๐—ฎ๐˜ƒ๐—ฒ ๐˜๐—ผ ๐—ถ๐—บ๐—บ๐—ฒ๐—ฟ๐˜€๐—ฒ ๐˜†๐—ผ๐˜‚๐—ฟ๐˜€๐—ฒ๐—น๐—ณ ๐—ถ๐—ป๐˜๐—ผ ๐˜๐—ต๐—ฒ ๐—ธ๐—ป๐—ผ๐˜„๐—น๐—ฒ๐—ฑ๐—ด๐—ฒ ๐—ด๐—ฒ๐—ป๐—ฒ๐—ฟ๐—ฎ๐˜๐—ฒ๐—ฑ ๐˜๐—ต๐—ฒ๐—ฟ๐—ฒ, you have to go through the pain of talking to 50 people to really understand your target group and being able to build for them.



If youโ€™re not ready to do this, donโ€™t bother starting and spend your budget elsewhere.



Hope that helps you kickstart your customer research!





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