Global Product Management Talk is pleased to bring you the next episode of... Product Mastery Now with host Chad McAllister, PhD. The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers. About the Episode:  As a product person, you know or at least have heard how important it is to talk with customers. Also, if you are not a complete newb, you also know you can’t simply ask the customer what they want. Instead, what do you ask them—how do you conduct a customer interview? We are about to find out from the go-to person on customer interviews, Steve Portigal. Rich Mironov, past guest and CPO of CPOs, said that Steve is the go-to veteran for field research and interviewing users. Steve is an experienced user researcher and consultant who helps organizations to build more mature user research practices. He’s also the host of the Dollars to Donuts podcast, where he interviews people who lead user research in their organizations. His work has informed the development of professional audio gear, wine packaging, medical information systems, design systems, video-conferencing technology, and music streaming services. You may already be familiar with Steve’s highly regarded book Interviewing Users: How to Uncover Compelling Insights. He has recently updated this book, creating the second edition.