Customer Interview

When to use Customer Interview

Use this method when you need to gather qualitative data to inform product development, service improvements, or marketing strategies. It's particularly useful when you want to validate assumptions or explore specific customer pain points.

What it solves

Lack of customer empathy, making decisions based on assumptions, not understanding customer needs.

How to run Customer Interview, step by step

1. Preparation (90 min) - Define the interview's scope (broad or deep), assemble a team (interviewer, scribe, observer), and identify ideal customers to interview.
2. Recruitment - Craft an engaging invitation explaining the interview's purpose, duration, and logistics. Offer incentives like swag or gift cards.
3. Script Creation - Brainstorm at least 20 questions, then narrow down to 10 focused questions that avoid 'yes' or 'no' answers and minimize bias.
4. Interview Setup (5 min) - Welcome the customer, thank them for their time, and obtain consent to record the session for internal use only.
5. Interview Execution (40 min) - Begin with warm-up questions to establish rapport, then transition to meaty questions from the script, allowing for follow-up questions and organic conversation. Observers ask probing questions.
6. Wrap-up (10 min) - Allow the customer to ask questions, thank them again, provide swag, and schedule any necessary follow-up.
7. Synthesis (30 min) - Gather the team to discuss initial impressions, valuable insights, and any contradictions. Defer writing the final summary to allow for reflection.

Materials needed

• Video conferencing software (if remote)
• Recording device or notebook
• Prepared interview script
• Customer write-ups
• Swag or gift cards

Facilitator tips

• Encourage the customer to show you how they use the product or service.
• Actively listen and validate responses to ensure accurate note-taking.
• Focus on understanding the 'why' behind customer behaviors and opinions.

Common pitfalls

• Asking leading questions that bias the customer's responses. - Avoid phrasing questions in a way that suggests a desired answer.
• Failing to actively listen and follow up on interesting points. - Be prepared to deviate from the script to explore unexpected insights.
• Not having a clear objective for the interview. - Define the goals and scope beforehand to ensure the interview stays focused.

Variations

• Conduct group customer interviews to gather diverse perspectives.
• Use online surveys to gather preliminary data before conducting in-depth interviews.
• Incorporate usability testing into the interview process to observe customer interactions with the product.

Running it online or hybrid

Use video conferencing with screen sharing and recording capabilities. Ensure the customer has a stable internet connection. Consider using a collaborative document for real-time note-taking.

What it produces

A recorded interview, detailed notes capturing key insights, and a summary of findings highlighting patterns and opportunities.

Origin

Adapted from Atlassian Team Playbook — source

Build a session around Customer Interview

METODIC places Customer Interview inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

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