<aside> đź’ˇ
Tip: When you create a new page in the notes database below, use the built-in templates to populate the survey below. The templates are synced to the survey below, so update the master survey below and the templates will auto-update.
</aside>
<aside> đź’ˇ
Tip: Use cmd+F to find and replace “Company” below with your company name.
</aside>
Overview: We are conducting interviews with key stakeholders across Company in order to help us define who we are and what we’re building as a company. Please review and think about these questions ahead of your interview.
Strengths/Value Propositions
| Why do our customers hire Company? What problems do we solve for them?
|
| --- |
| What do our most passionate customers love about Company?
|
| What do customers find at Company that they cannot find anywhere else? What makes us deserving of gaining market share from Incumbent Competitor?
| | Who do you see as our main competitors? Where do you think we win/lose against them?
|
Weaknesses/Opportunities
| What are our weaknesses?
|
| --- |
| If you could change one thing about Company, what would it be?
|
| What about Company is hardest for customers to understand?
|
Customer Perceptions
| How would you describe our high-expectation customer (HXC)? (our ideal/optimal customer)
|
| --- |
| What do you think comes to customers’ minds when they think of Company? How about by the end of next year? What do you wish came to their minds?
| | What is the biggest difference between how we think of ourselves and how customers think of us?
| | What do you think people get wrong about us?
|
| Do you think people like Company? Why or why not?
| | What is one thing customers dislike about us?
|
Employee Perceptions
| Why do you think people choose to come work here?
| | --- | | If you weren’t working here, where would you want to work?
|
Defining Company
| In one sentence, what do you say when a prospect asks you to describe Company?
| | --- | | What would our mission be if you were the sole decider?
| | What values do you think our brand represents? |
Long-term Roadmap
| What is Company in 10 years? What is Company in 2 years?
|
| --- |
| What is Company now, and how do we get to the 5-year and 20-year vision?
|
Wrap-up
| Is there anything else you’d like to share, or anything else we should have asked you?
| | --- |
<aside>
Before you get started, you may want to plan your sessions using tips from this resource:
</aside>
<aside>
Interviewing non-decision makers? Use this version:
</aside>
<aside>
Ready to share your findings? Get started with this sample report template.
Brand Listening Tour Report Template
</aside>