8 tips for conducting interviews that deliver relevant customer insights
It’s very easy for anyone to create poor interviews and surveys that do not give you useful results. What often occurs is a line of questioning that is flawed by design and only captures your customers' opinions rather than facts. These responses may not give you the hard insights needed to shape your value proposition. The good news is that these mistakes can be avoided. In this post, we explain how to properly interview your target customers to uncover relevant, insightful information about their attitudes and behaviors.
1. Adopt a beginner's mindset
Treat every interview like it's the first time you are hearing the responses that your potential customers are sharing. Dig deeper especially into unexpected jobs, pains, and gains that come up. Listen with open ears and an open mind and avoid interpreting customer responses too early. It's best to use a recording device to capture the interview, so your attention is focused on them and not taking notes. Just be sure to ask permission before recording, and be aware that customers may not respond as openly or honestly when they know what they are saying is being recorded.
2. Listen more than you talk
Your goal first and foremost is to learn everything you can about your customers. Anything you choose to say during an interview is time taken away from learning more. It's important that you avoid wasting time sharing your opinions. Just listen to your customers and try not to interrupt their behaviors or responses. You can follow up with open ended questions like “can you expand on that…” or “what did you mean when….”.
3. Get facts, not opinions
Ask questions that get your customers to share facts and experiences rather than questions that result in opinions. For example, don't ask a question that starts with "Would you..?" Instead, ask a question that begins with "When is the last time you..?" or "Tell me about a time when you..?". It’s easy to revert back to opinion questions so best to go into the interview with a well structured script.
4. Ask "why" to get real motivations
Ask “why?” frequently. It’s a common and very effective technique to get to what’s really motivating certain attitudes or behaviors. You might ask "Why do you need to..?" or "Why is ___ important to you?" or "Why is ___ such a pain?" and so on.
5. The goal is to learn, not to sell
Don't ask whether or not somebody would buy your solution or how much they would pay for it. Instead ask questions that help you understand your potential customers criteria for making a decision about your solution. In our Understanding Customers course we created a template that can help you easily turn your value proposition canvas into a well structured script.
6. Don't mention solutions too early
It's easy to fall into the trap of offering your solution during learning interviews. Don't do it. People inherently wish to please others so it's only natural that they confirm your opinions. By providing a possible solution too early in the conversation (or at all) you alter the direction of the interview. Again, your goal is to learn from your customer, not to sell them on your solution.
7. Follow up
As you continue through the customer development process you will learn new things which will raise new questions. Get permission from your customers to keep their contact information and ask if they'd be willing to let you contact them again in the future. In most cases the person will be happy to oblige.
8. Always open doors at the end
At the end of an interview always ask your customers if they would be willing to make an introduction to people who might find your business useful. Make it easy for them to say yes by offering to write an email or social media intro that can be sent to the contact on your behalf.
We have worked with every type of business, building platforms for solo entrepreneurs through to multi-million dollar corporations. If you want to discuss a potential project, you can email on services@ahdconsultingsolution.com or get in touch with us here. Alternatively, you can book in a free 15-minute consultation call here.
