Talking to customers can feel scary. But it’s one of the best ways to build great products. The secret? Just ask the right questions, to the right people, and then learn from what they say.
In this guide, we’ll walk through three key parts of customer interviews:
- Creating your script
- Finding the right people
- Synthesizing (making sense of) the feedback
Let’s dive in!
Start with Why
Why do we even do customer interviews?
The goal is simple: learn what people need, what they struggle with, and how they think.
You’re not trying to sell. You’re not trying to test your idea (yet). You’re trying to understand.
Part 1: Creating Your Script
Scripts help keep you focused. But they’re not checklists. Think of a script like a map. It helps you get where you’re going, but you can still take detours.
Here are some tips for writing a good script:
- Start with warm-up questions
Break the ice and get the person talking. For example, “Can you tell me about your role?” - Focus on past behavior
Ask what they’ve done, not what they think they might do. Instead of “Would you use this app?” try “What tools have you used for this problem?” - Keep it open-ended
Ask questions that start with “how,” “why,” or “what.” - Avoid leading questions
Don’t imply the answer you want. Wrong: “How helpful would this feature be?” Right: “Tell me how you solve this now.”
Here’s a quick sample structure:
- Intro: Who you are, purpose of the call, what to expect
- Background: Role, typical day, tools they use
- Problem: Focus on the area you’re curious about
- Workflow: Ask them to walk through processes step-by-step
- Wrap-up: Anything else? Permission to follow up?
Pro tip: Record the interview (with permission). It’ll help later!
Part 2: Recruiting the Right People
You’ve got your questions. Now you need actual humans to talk to.
But not just anyone. Talk to your target customers—people who experience the problem you’re solving.
Where can you find them?
- Existing users – Reach out to current or past customers.
- Social media – Post in communities, groups, or LinkedIn.
- Referrals – Ask others to introduce you to people.
- Tools – Use platforms like User Interviews, Respondent, or LinkedIn search.
When you reach out, keep it brief and clear. Here’s a simple message template:
Hey [Name],
I’m doing quick 20-minute chats with [type of people] to learn more about how they [do some task].
No sales, just research. Would you be open to a short call?Thanks!
[Your Name]
How many people should you talk to?
Start with 5 to 8 interviews. You might be surprised how quickly patterns emerge.
Need more data later? You can always run a second round.
Part 3: Synthesizing Feedback
Now you’ve got a bunch of notes (and maybe recordings). How do you turn that into insight?
The key is to look for themes. Not just what one person said, but what several people said in their own way.
Step-by-Step Process
- Transcribe: If possible, get your interviews transcribed. Use tools like Otter or Descript.
- Highlight key quotes: Look for things that stand out. Anything emotional, repeated, or revealing.
- Group into themes: Start to sort them. Are people struggling with setup? Searching? Pricing?
- Write insights: For each theme, write a simple sentence summary. Example: “Users feel overwhelmed by too many options during onboarding.”
What to Look For
- Pain points – What’s broken? What frustrates people?
- Workarounds – How are people solving the problem today?
- Language – What words and phrases do they use? (This helps marketing later!)
- Decision triggers – What makes people choose or switch products?
Bonus tip: If you hear something surprising more than once, dig into it. That’s usually gold.
Dos and Don’ts
Here are some quick reminders to keep your interviews honest and useful:
Do:
- Be curious 🕵️
- Keep it casual
- Let silence do the work (people often reveal more when you don’t jump in)
- Listen at least 80% of the time
Don’t:
- Sell your idea
- Ask “Would you use this?”
- Try to prove a theory
- Ignore “boring” details — they’re often the most useful!
Turning Insights into Action
Once you’ve grouped your themes and pain points, it’s time to take action.
Here’s how teams often use interview insights:
- Designers use them to guide wireframes
- Marketers use the language in real copy
- Product managers shape roadmaps based on real pain
- Engineers get clarity on what really matters
Even founders get better at pitching by hearing customer language!
Takeaway
Customer interviews aren’t just for researchers. Anyone building something for humans should talk to them.
It’s not hard. It just takes curiosity, structure, and a little patience.
And the best part? Every conversation makes your product smarter.
So grab your script, line up a few calls, and get ready to listen.
Your future customers will thank you.