The crafting of interview guides for multiple end-users required me to be very thoughtful about how I would ultimately triangulate answers to get insights on the ranking of our client wholesale process performances against competitors. To achieve this, I carefully crafted interview guides that would allow me to triangulate answers across different user groups and highlight key insights into performance gaps and opportunities. I designed a set of core questions that were consistent across different questionnaires, allowing me to assess the maturity of the wholesale journey on a 1-10 scale on different criteria.

Given the client’s directive to focus heavily on the 19 features in the customer interview guide through very specific, narrow questions, I used the interviews with wholesale experts as a complementary research channel. These expert insights helped uncover best-in-class features, key drivers of customer satisfaction, and potential strategies for improving retention.

Additionally, I developed an alternative interview guide for customers who were newly onboarded to the brand’s tools. This guide used more open-ended questions to gain a deeper, more holistic understanding of their experiences and needs—particularly in relation to competitors. This approach allowed us to capture richer insights into how customers perceive and engage with the product while uncovering valuable opportunities for differentiation.