[ER-EN-07] Market Analysis through Interviews
(Kröll, M., Burova-Keßler K. & Schlüter, L.)

In the previous learning sprints, own business ideas were developed on the basis of economic framework data, megatrends and job families, considering customer segmentation and customer localization. These will be further examined in the following learning sprint using the method of interviewing potential customers. Ultimately, the aim is to obtain indications of the extent to which a new business idea would be in demand from these people or groups of people and what financial resources they would be willing to pay for the corresponding product or service by specifically addressing (potential) cus- tomer groups (Göttling & Paschke, 2018). In this context, certain forms of interview tech- niques proved to be advantageous.


Why is it important to conduct interviews?

Especially in the economic sector, but also in many other areas, interviews are an important method for obtaining information (Bortz & Döring, 2006). They are also a frequently used market analysis tool. For example, if Paula Groß, a cooking enthusiast, wants to offer mobile organic food for offices, daycare centers and retirement homes, she can find out in advance through an interview whether and to what extent this service would be used, how high the value is to be estimated from the point of view of the (potential) customers and which competitive situation prevails.

Accordingly, conducting the customer interview is particularly important for the market analysis. Through this, the exact market potential of a service idea can be determined and the content of this idea can be refined and adapted if necessary (Kröll, 2018a). Furthermore, the interview of (potential) customers offers the possibility to come up with new product and service ideas. Thus, the respondents could indicate that they would not demand the proposed service, but a related or slightly different one.

If there is already a lot of competition in Paula’s area and / or there are no or insufficient potential customers, she is faced with the challenge of changing or further developing her idea in order to still be able to succeed with the business idea. With the help of an interview of potential customers, she can find out in advance whether adjustments and possibly even which changes are necessary.

What is the aim of the interview of (potential) customer groups? The targeted interviews, based on the background of one or more service ideas, are conducted to determine the concrete regional and local needs and to find out how much chance of success and realisation potential a business idea has (Kröll, 2018b). Furthermore, it is important to gain initial experience in dealing with (potential) customer groups. This way, the viability of one or more business ideas is assessed. The results can then be the basis for further strategic decisions to be made. The interviews can be conducted for example face-to- face with the (potential) customers, by telephone and / or via the internet.

Sprint Content

Introduction to Interviews Unlimited
Interview Skills
Interview Skills UNLIMITED
Card Sorting Technique
Card Sorting Technique UNLIMITED
Interview Materials
Interview materials UNLIMITED
Conducting an Interview
Conducting an Interview UNLIMITED
Interview Evaluation
Interview evaluation UNLIMITED
References Interviews Unlimited
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This work by Martin Kröll, IAW/RUB is licensed under CC BY 4.0. To view a copy of this license, visit https://creativecommons.org/licenses/by/4.0/