The Founder's Guide to Customer Interviews: 20 Questions That Reveal What People Actually Want

The Art of Asking the Right Questions

Ever wonder why some products feel tailor-made for you? It's not magic—it's customer insight. Take Airbnb, for instance. Early on, they spoke with hosts frustrated by existing platforms. Hosts wanted more control over listings and guest interactions. This feedback was pivotal in designing features that made Airbnb stand out. Lesson learned: Talk to your users before you build.

Why Customer Interviews Matter

You might think you know what customers want, but data often tells a different story. A CB Insights study found that 42% of startups fail due to lack of market need. Don't be a statistic. Use interviews to validate your ideas.

What Not to Do: The Cautionary Tale of Webvan

Remember Webvan? They raised $800 million but collapsed within two years. Why? They didn't ask the right questions. Customers weren't ready for online grocery shopping at the scale Webvan imagined. Key takeaway: Validate demand before scaling.

How to Conduct a Customer Interview

Here's a step-by-step guide to get you started:

• Identify Your Target Audience: Who exactly are you trying to help?
• Draft Your Questions: Focus on open-ended questions that prompt detailed responses.
• Schedule the Interviews: Use tools like Calendly to make scheduling painless.
• Conduct the Interview: Start with warm-up questions, then dive into specifics.
• Analyze the Data: Look for patterns and actionable insights.

Step-by-Step Example: Interviewing for a New Fitness App

• Target Audience: Fitness enthusiasts aged 20-30.
• Questions:

- What frustrates you about your current fitness app? - What features would make you switch to a new app?

• Schedule: Reach out via social media or fitness forums.
• Conduct: Use Zoom for face-to-face interaction.
• Analyze: Identify common pain points and desired features.

The 20 Essential Questions

To truly understand your customer's desires, ask these 20 questions:

• What problem does this product solve for you?
• How do you currently solve this problem?
• What do you love about your current solution?
• What frustrates you about your current solution?
• What features are most important to you?
• How would you feel if this product no longer existed?
• How likely are you to recommend this product to a friend?
• What's your biggest hesitation in using this product?
• What alternative solutions are you considering?
• How did you hear about us?
• What's your decision-making process for purchasing?
• How does this product fit into your daily life?
• What would make this product indispensable?
• What do you wish this product could do?
• How do you measure success with this product?
• What would you change about your experience?
• What's missing from this product?
• How does this product compare to competitors?
• What's your budget for a product like this?
• How do you perceive the value of this product?

Turning Insights Into Action

Once you've gathered data, it's time to act. Interview five potential customers this week before writing any code. This will save you from costly mistakes down the line. Take what you learn and refine your product. If most users want a feature you hadn’t considered, prioritize it.

Conclusion: Make Interviews a Habit

Customer interviews aren't a one-time event. They should be a regular part of your startup's DNA. Keep asking, keep learning, and keep adapting. Your customers will thank you by sticking around and spreading the word.