Did you know that 90% of paperclips are not used what they are designed for?
How this helps you
You might have a pretty good idea of how people use your product or service. Checking regularly how customers use your service, is a way to validate your product, but also to find new markets (when the product or service is used in new ways).
What is it?
Customer interviews are a common mechanism for gathering customer insights. Customer interviews are usually conducted one-on-one with an individual customer or with a small number of people from the same business or family. These interviews are also conducted at the place where customers live or work to best be able to learn about their mindset, behavior, and lifestyle.
Customer interviews provide an opportunity to get in-depth information from a single customer which you will never be able to gather sitting behind a desk.
How does it relate?
Interviewing is a borrowed tool from journalism. It’s about knowing what you want to know. That’s exactly where interviewing differs form casual conversation. The difference is preparation, setting up a line of questions and go as deep as you need to understand. An interview is about the interviewee, not about the interviewer. The less you need to say the better. At the end of the day it’s about putting your customer in the center.
Your next Waypoint
Organise a couple of customer interviews in the next weeks. Ask your customers about their lives and how they currently solve the specific problem your product adresses. How do they think your solution helps with that? Prepare your interview questions with care and stick to the script, so you can compare the outcome.