You know you need to understand your customers better, but the thought of conducting formal interviews feels overwhelming. You’re not sure how to interview effectively - what questions to ask and how to get people to open up. And once you have insights, how do you actually use them?

 

I've spent over 30 years in market research, working for and consulting with big food companies like Kraft Heinz, Tyson, and Johnsonville. These are brands that invest millions annually in understanding their consumers, and I've led the teams responsible for uncovering those insights and translating them into business strategies that work. The result? Insights that have generated millions in increased revenue.

 

In this guide, I’ll share the steps and best practices I've relied on throughout my career—so you can confidently get high quality consumer insights without the high price tag.