Tips on customer interviews
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This document provides tips on validating customer needs by summarizing a customer's problem, understanding their solution to the problem, and determining the value and scalability of a potential solution. It emphasizes open-ended questions to understand the customer's context, problems, substitutes, spending habits, and involving other potential customers. The key goals are learning about real problems rather than selling an idea, focusing on current customer behaviors, and iterating questions based on daily customer conversations rather than one-time interviews. Representatives samples are preferable to scientific research.
![I believe [type of people]
experience [type of problem]
when doing [type of task]
Cindy Alvarez, Lean Customer Development
3](https://image.slidesharecdn.com/tipsoncustomerinterviewsshared-180321132516/85/Tips-on-customer-interviews-3-320.jpg)
![5
I believe [type of people]
experience [type of problem]
when doing [type of task]
For ex. “Meet x customers”
(who, what kind of roles etc.)
For ex. “How many
validated/invalidated” etc.
For ex. “60% validated the
assumptions” etc.
Focus today](https://image.slidesharecdn.com/tipsoncustomerinterviewsshared-180321132516/85/Tips-on-customer-interviews-5-320.jpg)
![12
Need and
problem
Example question
• What is difficult about [x]?
• What is the problem with [x]?](https://image.slidesharecdn.com/tipsoncustomerinterviewsshared-180321132516/85/Tips-on-customer-interviews-12-320.jpg)
Tips on customer interviews
- 1. Tips on validating the customer need Topi Järvinen
- 2. your understanding of the problem 1 your solution to the problem 2 the value and scalability of your solution 3 ValidateFocus today
- 3. I believe [type of people] experience [type of problem] when doing [type of task] Cindy Alvarez, Lean Customer Development 3
- 4. Useful tool and checklist for organizing the test process 4
- 5. 5 I believe [type of people] experience [type of problem] when doing [type of task] For ex. “Meet x customers” (who, what kind of roles etc.) For ex. “How many validated/invalidated” etc. For ex. “60% validated the assumptions” etc. Focus today
- 6. 6
- 7. The Mom test 1. Never ask their opinion, especially about your idea 2. Ask about their life 3. Ask about specifics in the past (“Talk me through the last time you…”) Rob Fitzpatrick, The Mom Test 7
- 8. What is the most important question? Confidential8
- 9. “Interesting, can you tell me more about it?” Confidential9
- 10. Aim is to learn about the real problems – not sell your idea 10
- 11. Areas to think about 11 Need and problem Context Other people Money and value Substitutes
- 12. 12 Need and problem Example question • What is difficult about [x]? • What is the problem with [x]?
- 13. 13 Need and problem Try to understand • What problems they want someone to solve? • Your customers behavior or preferences today?
- 14. 14 Context Example questions • Are there certain things that usually happen before and after? • Does it happen often or take a long time?
- 15. 15 Context Try to understand • Are there specific circumstances? • What motivates them or frustrates them in general? • Limitations they may have (absolute or self-inflicted)
- 16. 16 Substitutes Example questions • How do you solve this problem? • Is the current way good enough? Or do you wish there was something else available
- 17. 17 Substitutes Try to understand • Who/what are your real competitors? • What are the current products not doing right?
- 18. 18 Money and value Example questions • How much do you spend on this type of need? • Is it a big problem for you?
- 19. 19 Money and value Try to understand • How they spend money in these types of situations and/or similar need? • What your customers see valuable?
- 20. 20 Other people Example question • Does someone else have this same problem? Can you introduce me her?
- 21. 21 Other people Use this question to meet other people. Don’t assume that the person really knows about the problems others have
- 23. Let the customer to do the talking – listen and learn 25
- 24. Don’t ask about things the customer doesn’t know about Confidential26
- 25. Don’t ask • If they like the idea – They may or may not want to hurt your feelings • Opinions • Things that you can get from Google (locations of factories, price of x) 27
- 26. About the future • Are you likely to use X? • How much would you pay for X? • Don’t ask “would you use this product?” • Instead, focus on your customers current actions 28 Don’t ask
- 27. Talk to people you don’t know 29
- 28. What is a representable sample size? How many customers should I meet? 30
- 29. Remember This is not scientific research 31
- 30. You end up talking to a lot of customers 32 Make (new) your guesses Talk to a few potential customers Learn and iterate Daily
- 32. Contact Topi Järvinen +358 40 754 3131 topi@nestholma.com http://www.nestholma.com