At Case Study Buddy, we know that hands down, an interview is the best way to get juicy details out of your client for a case study is an interview.
It can mean the difference between a bland, boring project snapshot and a compelling story that your leads can relate to. But how do you structure them to make sure you get what you need?
We’ve already shared the three most powerful questions you can ask a happy customer – and in the future, I’ll share a detailed guide to every part of a client interview.
But in this quick piece, I’ll lay out Case Study Buddy’s tested-and-proven approach to structuring interviews.
“B/D/A” stands for Before, During, After – a structured line of questioning that walks through your client’s experience from the moment they realized they had a problem all the way through to the present day.
A few reasons this is so powerful:
Here’s how to make it work…
Open the call with some simple, easy questions to get your interviewee talking about the thing they know the most about: themselves.
Ask things like…
Be careful not to chit-chat for TOO long, as you’re on their time and you want to respect that.
“Before” questions are all about pain and the journey to solve it.
In this section, get your interviewee talking about the moment they realized there was a problem and all the things they did to try and solve it.
Some questions you can ask include…
At this point, start asking about the process of solving the problem.
This part of the story is great for picking up the differentiators and elements of your offer that tipped the scales in your favor.
This section is all about results: What they were, and what they meant to the customer.
Some of the questions we like to use here include…
You’re going to need the client’s final sign-off before the study goes live – but asking for permission to follow up also leaves the door open to ask more questions if you find there are still gaps in your story.
It’s not about rattling off a script, but guiding the conversation. If a client gets off-course, that’s fine, but always try to circle back and make sure you own the flow of the conversation and get the details you’re after.
(Psssst – Would you rather someone else took care of this all for you? That’s what we’re in the business of. Drop us a line!)