A guide for a customer interviews

What to look for

  1. Discover both excitement and urgent need
  2. Lukewarm interest is not good enough
  3. We don’t have real data until researcher pupils “dilate”
  4. Discover emotions and beliefs

Where to interview

It does not matter where, as long as it is face to face. Use Skype as a last resort

What to ask and do

  1. Have an open conversation first. Any questions come after, in context.
  2. What is the biggest pain (inconvenience, fear) in the way you work?
  3. If you have a magic wand that could change everything, what would you change?
  4. What questions I should have asked and I didn't
  5. Ask what car, movie, sport they like (if appropiate)
  6. Be charming, but stay in the background. 
  7. Completely avoid to pitch arrogantly  your product
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