Today’s co-host is Adrienne Barnes, a content strategist and audience researcher specializing in the B2B SaaS industry.
Most clients Adrienne works with are terrified of bothering their customers. They hate to be calling and asking and bugging, but the reality is, people want to share their experience with a product. In fact, as we speak, Adrienne’s calendar is fully-booked with customer calls. As Adrienne puts it, thinking your customers don’t want to chat is a self-limiting belief – don’t succumb to it!
In this episode, we bust other audience research myths, unpack how to own our audience by asking the right questions to the right people, and outline the number one question Adrienne asks to uncover golden nuggets and crack a marketing research conundrum.
“A lot of it, if we’re just gonna get real, boils down to shame or embarrassment. People feel like their product didn’t meet the mark, their tool was wrong or bad or whatever the case may be. But that’s not the case at all. The case is, somehow, somewhere along the line, we attracted a poor fit. And I need to know why. What did we do, what was the message we were sending out, the signal we were sending out, that told these people that this was gonna be the tool for them?” ~ @adriennenakohl
- Sometimes the only way to catch blind spots and stop customer complaints is to sit down and chat with someone who’s actually purchased your product.
- The first step is figuring out who to reach out to from your audience. Adrienne typically separates a customer base into three segments – the ideal customer, the average customer, and the unhappy customer.
- Third-party researchers are more effective because they’re often better listeners. When you work at a company, you’re more inclined to offer up solutions or otherwise attempt to fix a customer complaint. Refusing to empathize shuts down a conversation almost immediately.
- A common research myth is that it takes endless time and money to understand an audience.
- In a conversation, ask customers _why_ at least five times. This helps them dig deeper and often leads to golden nuggets about customer experience or ineffective messaging.
- Adrienne’s website
- Adrienne on Twitter
- Adrienne’s newsletter
- Jobs To Be Done
- Never Split The Difference by Chris Voss
- Check out a bonus episode with Adrienne inside Feast Club
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Season 9: Building a Profitable Service
More episodes in this season:
S09 E01 - Prioritizing Process, Delegating Smart, and Doing What You Love with Austin Church
S09 E02 - Staying Curious, Capitalizing on Your Network, and Adding Value with Samar Owais
S09 E03 - Intentional Parenting, Handling Social Media, and Scheduling Me-Time with Rob Roseman
S09 E04 - Finding Your Niche, Building an Audience, and the Art of Podcasting with Joe Casabona
S09 E05 - Doing Your Research, Communicating ROI, and Innovating Outside Your Niche with Eman Zabi
S09 E06 - How To Pivot, The Secret to Great SEO, and Why Business Is More Important Than Craft with Tom Hirst
S09 E07 - Stacking Power-Ups, Maintaining Focus, and the Art of the Steal with Eric Siu
S09 E08 - Understanding Emotional Data and Listening to Your Audience with Adrienne Barnes
S09 E09 - Launching a Business, Finding Balance, and Staying Valuable
S09 E10 - How Specialties Lead to Priceless Referrable Moments with Chase Dimond
S09 E11 - Differentiation, Reputation, and Pivoting From the Top-Down with Peep Laja