Good brand strategy discovery is about asking questions and listening to the answers. I’d venture to say discovery is 90% listening. People like to share. They like to be helpful, so long as you have their interests in mind and care about what they have to say. To prove interested you have to build new questions off of their responses. And use a little bit of English (spin on the ball). Learn eagerly.
And to make the process is not too one-way and to prove your eagerness, you’ll need to tell some quick stories. Stories that show you are human, fragile and fun. But remember 90 of the interview is listening. Even with this heavily weighted split, the interview must come off as a conversation. Be sensitive to the sensitivities. Sensing important insights is another key interview driver. But don’t get hung up or bogged down. They can be plumbed in after-interview analysis. Also, it’s a good idea to share stories from others you’ve interviewed. People enjoy hearing from likeminds. It validates.
The discovery interview is the most important tool in brand planning — be it an interview with a consumer or brand stakeholder.
Interview notes are the puzzle pieces.