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How To Conduct Audience Research Interviews

How To Conduct Audience Research Interviews

Audience interviews are great things to do when you’re defining or honing your niche and I recommend doing them periodically to deepen your understanding of your perfect clients and what they need/want from you.

Where do you find people to have these potential interviews with? (ideally you want around 10 people to interview).

Use something like this as your message:

“Hey I’m looking for 10 people who are _______ as part of research for my business. It will take a few minutes of your time and in exchange you’ll have 15 minutes coaching from me where I’ll work on giving you at least one strategy or tool you can apply to your situation. To book a session, use this link which will take you directly to my scheduler*. Also, if you know of someone who would be a good fit, please pass this message onto them.”

*You can get a simple, free scheduler like  AcuityScheduling (which is what I use) and provide a link to people so they can book a time that’s mutually convenient without the need for email tag. I HIGHLY recommend doing this – it will save you loads of time and angst!

Where to put your ask

Post on your Facebook or LinkedIn status

Ask friends and ask friends of friends.

Email people on your list or in your existing network

Put flyers up in the local library, community hub, co-working space or coffee shop

Post in relevant FB groups.

Post in LinkedIn groups that your potential clients might be members of.


Remember you want to have this conversation BY PHONE (or use something like Skype or Zoom – this gives you the added benefit of being able to record the calls to listen back to) – people will tell you more and you can dig deeper to understand what they are struggling with and what they want.

At a push an online survey can work but be aware that you’ll get a lower response rate and far less depth of answers.


Wondering what to say on the call? No problem – I’ve created a script and call guide for you

What to do with the information once you’ve completed your interviews:

Then make a list of all the trends you hear on each side: what they’re suffering with, and what they want. Hold on to this, because it’s going to help you figure out what your services are going to be and what you include.

Use a highlighter and highlight all the themes that you see emerging when you do these interviews. If you do this digitally, you can use the highlight option, or bold the text of the themes that you see emerging.

Then make a new page where you put the “Challenges” on the left side of the page, and the “Desires” on the right side of the page. The gap between the challenges and the desires is where you help people!

Don’t worry – I’ve included a ready made table for you in the scripts document above. 


Your Manifesto

Pinpoint Your Uniqueness

Chapter 4. Your Manifesto

A manifesto tells your customers and clients what you do and why you do it.

It is a declaration of your business’ core values and it is one more piece that sets your company apart.

What’s so cool about manifesto energy?

It’s a rallying cry. a calling. creating your own manifesto is a great clarifier and way of honing thoughts down to their emotional essense. 

A manifesto is what you stand for, call for and reject. 

It’s what you want more of in the world. 

It can be a set of demands or a vision of intentions. 

But make no mistake, manifesto energy is potent.