Talk to the People: Customer Interviews for Content Strategists

A session at Confab London 2013

Monday 25th March, 2013

1:30pm to 2:00pm (GMT)

​We can pore over detailed web analytics, review demographic charts, and devise colourful personas to guide our work, but until we’ve actually spoken to our customers—preferably face-to-face—we won’t truly understand their needs.

Interviewing customers requires a balance of empathy and objectivity. Learn how to ask the right questions, interpret the answers, and consequently create more effective content.

  • Explore how we can use interviews to get an understanding of the journey that our customers take with us, and how we can shape content to suit their emotional and mental states along the way.
  • Hear ideas on how to get the most out of interview sessions: what questions to ask, what questions not to ask, what to listen for, and how to deal with tricky topics.
  • Learn how to analyse the information our customers give us, and how to use it to create better content.

About the speaker

This person is speaking at this event.
Kerry-Anne Gilowey

Content Strategy Consultant, August Sun Projects

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Confab London 2013

England England, London

25th27th March 2013

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Time 1:30pm2:00pm GMT

Date Mon 25th March 2013

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