Master Customer Interviews
Learn how to use interviews as a practical tool to find out if the problem you're solving really exists, matters to the right people, and deserves a solution. You'll discover how to choose the right interview type, recruit participants, ask the right questions (and avoid the wrong ones), and avoid common mistakes. Includes B2B and B2C cases, practical tools, and real examples.
Lessons
What you'll learn in this module
When interviews work (and when they don't)
Foundational vs. refinement research
Exploratory vs confirmatory interviews
Moderated vs unmoderated interviews
One-on-one vs group interviews
How to run guerrilla interviews for rapid user feedback
How to run diary studies and longitudinal interviews
How to conduct field observation
How to run JTBD-style interviews
Validating B2B vs. B2C problems
How to recruit people for interviews
How to use snowball sampling via referrals
Tools for running customer interviews
How to capture insights from interviews solo vs pair
How to start interviews with segmentation questions
How to write strong interview questions
Listen 80% of the time
How to handle unresponsive interview participants
How to structure a problem-focused interview
Prevent solution contamination
How to validate interview quality
Using Jobs to Be Done as a lens in interviews
Triangulating user feedback with analytics data
How to interpret what users really mean
How to analyze interview notes for patterns
How to use affinity mapping for interview synthesis
How to create empathy maps
How to prioritize problems with pain point ranking matrix
Mitigating cognitive biases in user research
Intellectual honesty in problem research
Ethnographic research principles
Understanding radical empathy in user research
How to apply the Mom Test approach
How to use Five Whys to find root problems
How to capture natural language for messaging
How many interviews do you really need?
Why most interviews backfire
Part of Master Problem Validation
Learn how to dig deep into customer problems, validate if your idea truly matters, and avoid wasting time on solutions nobody wants.
View full courseOther modules in this course
Introduction to Problem Validation
Get clear on what problem validation actually is, why it's different from solution testing, and how to avoid common traps.
Validate with Data
Talking to people is powerful, but numbers help you see the big picture. This module teaches you how to use simple surveys, waitlist data, and basic metrics.
Validation through real user behavior
People talk. But behavior tells the truth. This module teaches you how to run experiments that test whether users act on a problem.
Tools for problem validation
Discover the tools to help you run faster and more effective problem validation. This module walks through the most useful AI tools, no-code survey platforms.
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