Importance of Asking the Right Questions During Customer Interviews

This chapter focuses on the importance of asking the right questions during customer interviews in order to gather valuable data. The speaker emphasizes the shift from assuming what customers want to actually asking them directly. They discuss the business question and the research question, highlighting the need to be clear about the purpose of the research and what insights they want to gain. Finally, they explain the interview questions and emphasize the importance of crafting a discussion guide that sets context and prompts the interviewee to share relevant information.