User interviews

16 Sep | Digital Kinetics

21 Sep | Jose

21 Sep | Victor Fish

OMC | CVP

Contextual inquiry | Discussion guide

SME Recommendation 1 - Gaining access to paying customers

10 August 2021

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Interview outline

This document serves as a guide and does not require the questions to be asked verbatim.

The facilitators may ask probing questions, in addition to the questions in this guide, in order to gain a deeper understanding.

Contextual interviews require the focus to be driven by the participant’s current behaviour and environment i.e. areas that are most pertinent to their work.

This may vary between participants depending on their behaviour and experience.

The timings in this guide are estimations.

Research objectives

The objective of these contextual inquiries is to gather and document information around the challenges people may face in “getting access to paying customers” and particularly around working with corporates. regarding the job to be done of ‘gaining access to paying customers.’ This will be done by identifying their activities around identifying opportunities and the challenges involved in working with large enterprises, as well as the benefit to their business.

Identify how the opportunity to work with OM came about?

What was the process of coming to work working with corporate as an SME?

Identify challenges in gaining opportunities to work with LE?

What is the journey from initial introduction to onboarding?

How do you manage your working relationship with LE

What has been the largest challenge in working with LE

What has been the greatest benefit to your business from working with LE

Identify if there is an opportunity for them to leverage OM’s networks & resources to gain greater market access

Session overview

Introduction

Facilitator introduces themself and other researchers to the participants and runs through points as ethically required.

We start by asking background questions to set context for the session.

Section 1 | Overview (Background)

General questions about the participant’s role within their company. Understand corporate vendor history

Section 2 | Identifying the opportunity to work with LE and managing working relationship

Discuss opportunity to work with LE and how this came about. Understand the process of how this opportunity arose.

Section 3 | How has working with a LE impacted your business

Understand the benefits and challenges of working with LE. Understand how working with LE can assist in expanding SMEs client base.

What opportunities can OM provide to your business

Can you scale to work with multiple LE

Introduction

(3 minutes)

Welcome and thank you for talking to us today.

My name is [moderator name] and I work for a company called The Delta.

As part of discovery with OML, we are looking to understand SMEs challenges in gaining access to paying customers. We are particularly interested in the role which LE can play in supporting your business in increasing your customer base.

The purpose of this session is to get an understanding of your business and any challenges you may face.

We’re a team working on this project and some team members are sitting in on this session. They will only be listening and might ask questions at the end of this session.

We would like to record this session. The recording will help us listen and pay attention to you, and not worry about taking detailed notes. The recording will stay with us and will not be shared with anyone. Everything will be kept confidential. We also ask that you keep our discussion and anything that we share with you during our session confidential.

NDA Agreement:

Typeform NDA⁠

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Do you have any questions before we begin?