Introduction to Customer Interviews
- Atlassian's Customer Interview Process
This article gets hands-on about how to structure a 60-minute interview with housekeeping, warm-up questions, meaty questions, observer questions, turning the tables, and wrap-up.
- What They Really Think About You: How to Structure and Conduct Customer Interviews
Tien goes over a perspective on interview structure and conduct that is geared more toward learning about prospective buyer journeys, as opposed to active customers of a product (like the Atlassian article).
How to Find Participants to Interview
- 43 ways to find participants for research
This article is a one-step shop for learning how to recruit interviewees (prospects or customers). The author solicited ideas and learnings from 23 product and research experts.
How to Conduct Yourself
- Get better data from user studies: 16 interviewing tips
Michael digs into how to behave during interviews (be open-minded, smile, be fascinated, avoid generalizations, listen intently) and how to deeply explore topics.
- How To Develop Your Active Listening Skills
Teresa concretely explains how to listen actively: practice empathy, note the affect / emotion, pay attention to non-verbal cues, and repeat back what you heard.
What to Ask
- Ask About the Past Rather Than the Future
Teresa explains why asking questions about the future (e.g. "would you use or buy this product") usually don't work, because what we say differs from what we do. Instead, asking about what actually happened in the past can reveal problems that we can solve in the future.
- 50 Interview Questions For B2B SaaS Customer Research
John has come up with a terrific set of clever questions. We recommend using this list as a refresher next time you're doing doing a B2B research interview to see if any of the questions are appropriate for your use case.
Post-Interview Analysis & Communication