How to Conduct Great Customer Development Interviews

When it comes to competition, whoever understands the customer the best will eventually have the customer.

Finding people to talk to is a hustle. Beg, borrow, lie and steal to get interviews.

Some prompt ideas:

“Hey, I’m doing research on X”
“Hey, I’m working on something to help solve problem X. Mind if I ask you a few questions about it?”
“I’d love to talk about what you do every day.” People love talking about themselves.
“Please tell me about a time a marketing campaign failed…”
“Tell me about your experience with X.”
“Could you show me how you use X?”

After you’ve found somebody to talk to, *don’t ask for feedback on your product or try to bias their opinion. “*You’re going to get what you’re seeking.” Ask open-ended questions.

Ask the question and shut up. Don’t lead the witness. “Your intent should be to learn about them, not get validation about your idea.”

Look for stories. It’s the best way to identify problems. You know you’re on the right track when people have lots of stories to tell you.