Engaging with your market means stepping out from behind your desk and into real conversations with Customers, Evaluators, and Potentials. In this session, we’ll bring the Pragmatic Institute’s NIHITO (“Nothing Important Happens in the Office”) philosophy to life with a panel of industry experts who have mastered the art of market research interviews.
You’ll learn how to plan, conduct, and translate interviews into insights that drive product roadmaps, reduce bias, and align teams around real customer needs.We’ll cover proven techniques for engaging each market segment – uncovering unmet needs from Customers (including those of your competitors), understanding decision-making from Evaluators, and identifying barriers with Potentials.
You’ll see how experts turn qualitative conversations into quantifiable data using scoring, tagging, and prioritization methods, and how those insights are used to refine personas, sales enablement, and messaging.
This interactive panel will equip you with practical strategies and renewed confidence to schedule your next market visit—because the real answers aren’t in your office.
