How to Get the Most Out of Your Customer Interviews

If you have an existing product and a fairly detailed opportunity hypothesis, you can also use a hypothetical situation half part of the interview. This approach can help you find out about any limitations customers have or if your product has unused features. You'll also want to avoid loaded and ding questions, that is, questions that imply an answer or encourage the customer to answer in a specific way. We recommend taking a step back once you have a list together, and really thinking about if these questions will deliver the information you're hoping to learn from interviews.