SayPro Audience research interviews

Step-by-Step Process

1. Define Interview Objectives

• What specific segment or service area are you exploring?
• What behaviors, preferences, barriers, or motivators do you want to uncover?

2. Identify Interview Participants

• Select 5–10 individuals per key segment (e.g., rural youth, single parents, emerging entrepreneurs).
• Include a diverse sample (location, age, gender, income, education).
• Use SayPro program databases, community partners, or social media outreach.

3. Prepare Interview Guide

A typical 20–30 minute guide should include:

• Introduction & consent
• Segment-specific background questions
• Service experience or awareness
• Motivations and challenges
• Communication preferences (digital habits, language, tone)
• Suggestions for SayPro

Sample Questions:

• “What are your biggest goals this year related to skills, work, or education?”
• “How do you usually find out about new programs or services?”
• “What would make you trust and choose SayPro over others?”

4. Conduct Interviews

• Format: In-person, Zoom/Teams, or phone (record with permission)
• Assign note-takers or use transcription tools
• Keep interviews confidential and respectful

5. Synthesize Insights

• Extract recurring themes, segment needs, language, and preferences
• Compare across interviews to identify patterns
• Highlight quotes or “voice of the customer” excerpts

6. Output: Interview Summary Report

• One-pager per segment group with:
  • Key themes
  • Priority needs
  • Engagement barriers
  • Communication tips
  • Implications for segmentation strategy

7. Integration & Storage

• Upload summaries to SCRR-1 Portal → “Audience Research” Folder
• Link findings to segment templates, SWOT reports, and webinar content
• Use insights to refine personas and outreach strategies