Finding out who the right personas are for interviews is relatively easy. It only takes two steps to know who you should interview as a product manager.
The first step was explained in detail in the article Identify the right persona. The result was the following table for the example of the Hörmann company.
The second step is to use the definition from the following article: Persona Concept - What are Persona?
Definition in the Persona Concept:
Solve the problems for the user persona. Explain the added value for the buyer persona.
So, since we are looking for new unsolved market problems that are more widespread and that customers are willing to pay for the solution, we should interview the user persona.
In the example above, there are obviously only buyer-user personas, so we need to, in this example, interview all buyer-user personas to identify their market problems.
In order to find out what decision criteria the buyers or buyer-users persona have so that they positively agree to purchase products because they understand the added value, it is also necessary to conduct interviews with them.
Notice:
Product management conducts interviews with user persona or buyer-user persona to find unsolved market problems.
Product managers also need to conduct interviews with buyers and buyer-user persona to understand what their criteria are when purchasing a product.
Once you have conducted the interviews, they enter all the results into the Product Management Dashboard. The software automatically evaluates the results.
Read the continuation: Identify the right persona
The article Interviews with the right persona is an excerpt from our textbook Strategic Product Management, which is available for free download.
About the author
Frank Lemser is a trainer and founder of proProduktmanagement. He has been a market-driven evangelist since the beginning of the 2000s and since then has also been methodically involved with product management. He has developed the Open Product Management Workflow™, numerous tools for product managers, written and published books free of charge and was involved in the development of the Product Management Dashboard for JIRA. His personal goal is to solve many everyday and work problems for product managers, to professionalize and simplify the work for product managers.
