Customer Interviews
Learning from customers in a way that survives scrutiny
About this workflow
Learning directly from customers through recorded conversations — and keeping the evidence in a state where a skeptical reader can check it. The work runs from designing the guide the round will be measured against, through holding and transcribing the conversations and counting what they actually contain, until every problem heard is numbered, typed and routed to either a change in the product or a change in how the product is positioned.
Its purpose is to replace the theories in the room with evidence that carries its own denominator, and to say which gaps have to be closed and which only have to be explained. Done well, every finding travels with how many people said it and who did not; done badly, six conversations become a fact about a market, and the number nobody wrote down is the one everybody quotes.
The recognizable task
- A metric has moved and the theories in the room do not agree
- A build is about to start on something nobody has heard a customer ask for
- Inbound keeps arriving from a segment the team does not understand
- Every finding carries its denominator — three of five, not sixty per cent
- Each quote is exact, with the question that prompted it recorded beside it
- Every problem carries a verdict — change the product, or change how it is positioned — with the customer instance behind it
How the workflow runs
Select an agent to see what it does, what it needs and how to run it.