Guide to Customer Interviews

Master the art of customer interviews to uncover deep insights and validate product decisions

The Importance of Customer Interviews

Customer interviews are the foundation of effective product discovery. They help us understand customer needs, validate assumptions, and ensure we're building the right solutions.

Before the Interview

  • Define Clear Objectives - Know what you want to learn from each interview
  • Find the Right Participants - Target users who match your customer profile
  • Prepare Questions - Create an interview guide but stay flexible
  • Set Up Recording - Get permission to record for later analysis

Interview Best Practices

  • Start Broad - Begin with general questions about their role and context
  • Focus on Past Behavior - Ask about specific instances, not hypotheticals
  • Use Open-Ended Questions - Avoid yes/no questions
  • Listen More, Talk Less - Let the customer do 80% of the talking
  • Dig Deeper - Use "Why?" and "Tell me more about that"
  • Avoid Leading Questions - Don't suggest answers or solutions

Key Questions to Ask

  • "Walk me through the last time you encountered this problem..."
  • "What other solutions have you tried?"
  • "How do you currently handle this situation?"
  • "What's the hardest part about this process?"
  • "What would make this process better for you?"

After the Interview

  • Document Immediately - Write up notes while fresh in your mind
  • Share Insights - Communicate key findings with the team
  • Identify Patterns - Look for common themes across interviews
  • Plan Next Steps - Determine what to validate in future interviews

Common Pitfalls to Avoid

  • Pitching your solution instead of listening
  • Asking leading questions that bias responses
  • Focusing on features instead of problems
  • Not probing deep enough into responses
  • Assuming you know what the customer means

Pro Tips

  • Schedule interviews in batches to identify patterns quickly
  • Use silence effectively - people will often elaborate
  • Take notes but maintain eye contact
  • Always ask for specific examples
  • End by asking who else you should talk to

Sample Interview Template

1. Introduction (5 minutes)
   - Thank participant
   - Explain purpose
   - Get recording permission

2. Background (10 minutes)
   - Role and responsibilities
   - Daily workflow
   - Key challenges

3. Problem Exploration (20 minutes)
   - Specific instances
   - Current solutions
   - Pain points

4. Deep Dive (15 minutes)
   - Follow up on key areas
   - Probe for details
   - Explore impact

5. Wrap Up (10 minutes)
   - Summarize key points
   - Next steps
   - Ask for referrals