09 Dec Customer Interviews – structuring, sharing & asking the right questions

What they really think about you: How to structure and conduct customer interviews. To conduct an interview of value, it’s imperative that you prepare accordingly. Tien Anh Nguyen reminds us that you need to know the types of questions you’ll be asking, how to validate the interviewee and how to structure your time.

Turning info into insights with the Customer Interview Pyramid. Once you have completed the interview, how do you effectively communicate the findings to your team and higher-ups? At Atlassian, Sherif Mansour uses a framework that structures the process of observing what the interviewee is saying, interpreting the problems that they are suffering and, ultimately, connecting these with opportunities for the business.

Customer Development/Problem Interviewing. Customer development is a numbers game — the more people you speak with, the clearer it is to identify trends and insights. For her startup, Julia Lazaro performed more than 60 interviews and has valuable techniques to share on how to conduct them.

Why you are asking the wrong customer interview questions. Teresa Torres has found that people are often very quick to share what their priority is when choosing to buy something. But, on further questioning, it’s revealed that there are other priorities that are actually more important to them. So when conducting customer interviews we must pose questions carefully so as not to be fooled by a person’s own deceptions of themselves.

Paul McAvinchey
Paul McAvinchey

Paul has spent over 15 years building and collaborating on digital products with the likes of AOL and WMS Gaming. Currently, he leads business development for DXY Solutions, a leading product design firm in the Midwest with a focus on building beautiful applications for connected devices. Previously, he led product development for MedCity Media, a publishing startup acquired by Breaking Media in 2015. He's also a founder of Product Collective, a new initiative to connect product people from across the world online and in person at INDUSTRY: The Product Conference held in Cleveland annually.

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