Why and how to conduct customer interviews

Conducting customer interviews is crucial for uncovering the underlying needs and problems that drive customer behavior, rather than simply asking for their opinions or desires. The text highlights the importance of understanding these needs to create innovative and effective products, as customer centricity is key to outperforming competitors. It distinguishes between two types of interviews: problem space interviews, which focus on understanding the problem without prototypes, and solution space interviews, which involve testing prototypes to find the best solutions. The article also emphasizes the need for preparation, including defining goals, target customers, and assumptions to test, while recommending a structured interview process to ensure unbiased and valuable feedback. Synthesizing results immediately after interviews is essential for gaining actionable insights, ultimately leading to improved user experiences and customer satisfaction.