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Product Management

Customer Interviews

145 people are learning this skill right now!
Researchers, product managers, designer, and others interview customers in order to understand their customers' needs and the contexts in which they're using or might use their product or service. One of the most common pieces of advice across these articles is that getting good at interviewing customers requires practice!
Customer Interviews is part of our Product Management Career Leveling Framework. Explore next steps in your career from this industry-standard model.
  1. Introduction to Customer Interviews

    Customer interviews are an essential tool for businesses to gain insights into their customers' needs and preferences. They help companies understand their customers' pain points, motivations, and expectations, which can inform product development, marketing strategies, and Customer Service.
  2. How to Find Participants to Interview

    Finding the right participants for customer interviews can be challenging. Companies can use a variety of methods to recruit participants, including social media, email lists, forums, and customer loyalty programs. It's important to ensure that the participants represent the target customer demographic and have relevant experiences to share.
  3. How to Conduct Yourself

    Conducting customer interviews requires a specific set of skills, including Active Listening, Empathy, and the ability to ask probing questions. Interviewers should create a comfortable and non-judgmental environment, avoid leading questions, and be open to unexpected insights.
  4. What to Ask

    The questions asked during customer interviews should be designed to elicit specific information about the customer's experiences, needs, and preferences. Open-ended questions, such as "Can you describe a time when you were frustrated with our product?" are more effective than closed-ended questions that can be answered with a simple yes or no.
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  5. Post-Interview Analysis & Communication

    After conducting customer interviews, it's essential to analyze the data and communicate the findings to stakeholders. This can involve categorizing responses, identifying patterns and trends, and creating Personas or customer journey maps. Companies should also communicate the findings to the participants and thank them for their time and insights.
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