How to Run Customer Interviews That Reveal the Truth

Customer interviews are among the cheapest ways to learn whether a product is needed. But asking the wrong questions leads to false confidence.

The main mistake

If you ask Would you use this?, most people say yes to be kind. Opinions about the future are unreliable. Past behavior is far more trustworthy.

Better questions

• Tell me about the last time you had this problem.
• What did you do about it?
• What did you try, and what did it cost?
• What is the hardest part?
• Who else was involved?

Run the conversation

• Keep it short, 20 to 30 minutes.
• Listen more than you talk, and avoid pitching.
• Ask follow-ups such as Why? and Can you give me an example?
• Take notes or record with permission.

Find the right people

Talk to people who actually have the problem, not just friends. Ten to fifteen interviews often show clear patterns.

Look for signals

Strong signals include people who already spend money or time on workarounds, or who ask when they can try your product. Weak signals are compliments with no commitment.

After the interviews

Summarize the patterns, update your assumptions and decide the next test. Interviews are not a one-time task but a habit that keeps a company close to its customers.