Understanding the reasons behind user churn requires certain strategies and techniques. Sumai Research’s experienced qualitative interview moderators offer the following suggestions and specific questioning techniques:

Building Trust and Comfort
– Start the interview by introducing yourself and its purpose to show sincerity and professionalism.
– Show respect and understanding for their views, helping them feel relaxed and willing to share more.

Open-Ended Questions
– Use open-ended questions like: “Can you tell me the specific reasons you decided to leave?” and “What were the important factors you considered before making your decision?”
– Avoid questions that can be answered with a simple “yes” or “no” and instead encourage detailed explanations of their views and feelings.

Probing Deeper
– When a user mentions a reason for leaving, dig deeper: “Why do you think this issue is so important to you?” and “Did this issue affect your overall experience?”
– Continuous probing helps understand the deeper motivations and emotions behind their decision.

Exploring History and Background
– Understand the user’s history and background with the product or service, such as how they discovered and chose your product, how long they used it, and what aspects they were satisfied or dissatisfied with.

Competitor Comparison
– Ask if the user has tried competitors’ products or services and why they chose them.
– This helps you understand where competitors excel or are more attractive.

Emotions and Attitudes
– Explore emotional and attitudinal changes during their usage, for example: “Did you experience any emotional changes while using our product or service?” and “Did you have any pleasant or unpleasant interactions with us?”

Detailed Note-Taking
– Record all key information, including specific statements and expressed emotions. These details are crucial for subsequent analysis and action plans.

Honest Feedback and Appreciation
– Finally, sincerely thank users for their participation and show that you value their feedback. Sometimes, users are willing to provide more in-depth information because they feel your sincerity and concern.

By employing these techniques and strategies, you can better understand the reasons behind user churn, gain valuable market research information, improve your products or services, and enhance customer satisfaction and retention.