Build trust with remote users to get qualitative feedback
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Build trust with remote users to get qualitative feedback
Alex Gold
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Alex Gold is co-founder of Myia, an intelligent health platform employing novel biometric data to predict and prevent costly medical events. Previously, Alex was Venture Partner at BCG Digital Ventures and a co-founder of Traction, a marketplace of digital marketing experts.
Over the past decade, software developers and growth marketers have automated most qualitative user feedback and testing. And yet, what about testing with communities like patients or senior citizens who may be more challenging to reach?
It was 2:00 a.m. at the Marriott Hotel in Singapore and I just wanted to get to bed after a 16-hour flight. As co-founder of a digital health company, I was in the process of building a community of test patients. Because of security and privacy concerns, I had to approach this process unconventionally; manually recruiting prospective testers online through administered groups and forums.
One of our test users had placed two urgent calls to me. I immediately called her back.
"One of our group members needs a new doctor. She is not doing well and needs a better specialist. I know you have a doctor on staff and I know it's not his job but…umm, but…"
I interjected immediately.
"Don't worry. You don't need to say anything. We'll do everything we can."
Immediately, I dropped everything and called our company's Chief Medical Officer to start a referral process. For the next few days, we fired off introductions to new doctors and assisted even though these tasks were not at all related to our company's product. We were engaging with a non-conventional community which sometimes re