This is a quick introduction to customer development interviews. This technique is used to identify:
-problems customers will pay you to solve
-a solution that people will pay use and pay for
-messages that communicate clearly to customers
-the buying process a customer employs
15. Let them know you are doing research.
Speak only with a stated purpose.
If you ask for 15 minutes, you will get 30.
Ask for 30 minutes and you get 45.
16. Make it feel like a conversation not
an interview:
Gather demographics if appropriate
“Tell me about yourself…”
Engage in “small talk” to get them
to relax (yes, it works)
17. BE CURIOUS
Open-ended questions help make it a
conversation
Probe for behavior
Let them in/validate don’t lead them to your
desired conclusion
18. If possible, bring a co-pilot
A second opinion helps prevent
Confirmation Bias
19. Take notes
At the end, ask if you can contact them
again to follow-up
20. Thanks to the photographers for sharing!
All photos used under a Creative Commons License
Credits
1. “IMG_1427” by Liam Ryan http://www.flickr.com/photos/liam_ryan/2205258640/
2. “20070919_001” by RadialMonster http://www.flickr.com/photos/radialmonster/1436548828/
3. “Going Down” by Motograf http://www.flickr.com/photos/motograf/939192240/
4. “Goal” by Robert Van Hilten http://www.flickr.com/photos/rogodoun/2059275363/
5. “Sunset at Snowbird” by Frank Dale
6. -
7. “Roadside Sign on the Ring of Dingle” by Frank Dale
8. CHF’s Library by Geekadelphia http://www.flickr.com/photos/geekadelphia/2781333941/
9. “leaping” by beccaplusmolly http://www.flickr.com/photos/beccaplusmolly/3286709587/
10. “Holmes” by GrahamC 99 http://www.flickr.com/photos/schnappi/2321628609/sizes/o/in/photostream/
11. “Flickr Handwriting Meme” by Zadi Diaz http://www.flickr.com/photos/karmagrrrl/3196441086/
12. -
13. “The Fork in the Road” by i_yudai http://www.flickr.com/photos/y_i/2330044065/
14. “Crowd” by Marc Wathieu http://www.flickr.com/photos/marcwathieu/4102945874/
15. “Ask for Peace” by Ask? http://www.flickr.com/photos/ask-for-peace/1824414133/
16. “Costa Conversation” by Lovestruck http://www.flickr.com/photos/lovestruck94/4080022888/
17. “Curious Canine” by mpantluce http://www.flickr.com/photos/uncommonly_common/3602846134/
18. “Happy Co-Pilots” by Randy Cox http://www.flickr.com/photos/randycox/303968489/
19. “Nice Follow-Through!” by Dean6921 http://www.flickr.com/photos/33294494@N05/4667439962/
21. Resource List for Further Study
Books:
“The Four Steps to the Epiphany” by Steve Blank
“Entrepreneur’s Guide to Customer Development” by Brant Cooper & Patrick Vlaskovits
“Running Lean” by Ash Maurya
Blog Posts:
“Tips for B2B Customer Development Interviews” by Sean Murphy
“12 Tips for Early Customer Development Interviews (revised)” by Giff Constable