The more important reason for individual interviews is that a marketing associate that spends all of their time in the data and tools will have very different insights than a VP of marketing. You need the VP for direction and the associate for execution as you will get all of the more granular details important to product performance from the associate. Here is the information you need with how-tos on obtaining and organizing it with a global team: Personas. Build personas from more detailed user journeys provided by stakeholders. To do this remotely, I use Google Forms and Survey Monkey depending on the branching needs of the surveys.
A form would include fields such as: Visitor Type. Create a drop-down menu with choices such as customer, visitor, and returning visitor. Came In Through. In this drop-down, you would include SEO, email campaign, direct, and other. User Goal. Create guided fields such as support, more information, drip campaign Company Goal Italy Phone Number List for the User. Create guided fields such as lead gen, chatbot support resolution. Tasks. Capture the tasks the site needs to perform for each stakeholder on a daily basis. This includes communicating with current customers, lead gen for marketing campaigns or displaying updated product titles.
Has or will anything change regarding the tasks the site needs to perform or the way they need to be performed? Customer support and lead gen are two examples where standard forms may have been used, but the company wants to move to a partially automated chatbot. Data Capture where success and failure left a trail in the stakeholder day to day activities. The goal here is to extract as much quantifiable information as possible that can be used for measuring the ROI of a product or feature against the current and target KPI. This is done in two parts, forms, and interviews. Interviews are used to understand when the stakeholder had moments of delight and frustration on a specific page, executing a specific task or using an existing tool.