Customer Interviews That Don't Suck: Extract Gold Without the Awkwardness
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The $100M Insight That Came From One Customer Interview
When Patrick McKenzie interviewed his first potential customer for what would become Appointment Reminder, he wasn't planning on building a scheduling tool. He was actually working on a completely different idea. But during that conversation, the customer mentioned a problem that would change everything: "I lose $400 every time a patient doesn't show up." This single insight led Patrick to pivot his initial concept into a solution that would generate millions in revenue.
Why Most Customer Interviews Feel Awkward (And How to Fix That)
Customer interviews often feel forced because founders approach them like interrogations instead of conversations. The key is to start with micro-commitments - small, easy agreements that build trust naturally.
The Golden Rules of Non-Awkward Customer Interviews
1. Listen more than you talk
2. Ask about problems, not solutions
3. Focus on past behavior, not future intentions
4. Pay attention to emotional responses
The Interview Framework That Actually Works
Instead of jumping straight into product questions, use this proven sequence:
1. Set the Context (2 minutes)
"I'm trying to understand [problem space] better. Would you mind sharing your experience with it?"
2. Background Story (5 minutes)
Ask about their first encounter with the problem. This reveals the trigger points that made them actively seek a solution.
3. Problem Deep Dive (10 minutes)
Focus on specific instances: "Tell me about the last time this happened. What did you do?"
4. Solution Discovery (8 minutes)
Explore current workarounds: "How do you handle this today?"
5. Wrap-up (5 minutes)
End with: "What else should I have asked you about?"
Questions That Unlock Real Insights
Replace these common questions:
❌ "Would you use a product that..."
✅ "Tell me about the last time you tried to solve this problem."
❌ "How much would you pay for..."
✅ "What are you currently spending (time/money) on this?"
❌ "Do you think this is a good idea?"
✅ "What solutions have you already tried?"
Common Myths About Customer Interviews
? "More interviews = better insights" - False! Quality > quantity. 5 deep interviews beat 20 surface-level chats.
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? "You need a fully working product to do interviews" - Wrong! Start talking to users before building.
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? "Customer interviews are only for new products" - Nope! Continuous feedback drives growth.
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Frequently Asked Questions
Q: How many interviews should I conduct?
A: Start with 5 in-depth interviews. Look for patterns. If you're hearing the same things repeatedly, you're probably good. If you're still getting new insights, do more.
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Q: How do I find people to interview?
A: Start with your network, use LinkedIn, join relevant communities, or use these techniques to find beta testers.
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Q: What if they only tell me what I want to hear?
A: Focus on past behavior and specific examples. People can't fake details about what they've actually done.
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What To Do Next
1. Download our customer interview template
2. Schedule your first 3 interviews this week
3. Share your learnings in the BetrTesters community
Ready to start gathering real feedback? List your MVP on BetrTesters and connect with early users who want to share their insights.
Extra Tip
Record your interviews (with permission) and listen back later. You'll catch insights you missed the first time around. This technique helped Basecamp identify several critical feature priorities they initially overlooked.
Frequently Asked Questions