Simple, human interviews. A set of questions that’ll help you get insight.
Customers buy your product to make a positive change in their lives. You want to understand what that change is. Arm yourself with the right questions to get this insight.
Discover their intent
Identify the most popular use-cases
Understand the motivation
Understand your selling point
These questions will help you get a clear understanding of the environment, situation, and context surrounding the problem.
Find out the bad outcomes that occur without your product
Great for mining copy you can use for marketing material
Paint a picture of the environment that sparks realisation
Understand the trigger points for the problem
Unpack the context surrounding the trigger
Often times our competition is not who we think they are. Here are questions to figure out where your users go to solve their problems. You want to know what solutions they have tried before.
Find out what your competition really is
Understand what’s great, and what’s missing
Understand the consideration sets users vet solutions by
Find out the mental model for how users approach a solution
Discover the decision making drivers
Find out who the decision maker is, especially useful for B2B
Learn their struggles and motivations. You need to understand what is pulling your users to your solution. And what is pushing them from the current solution.
Learn what they like
Learn what can be improved on
Identify issues with current UX
Get a breakdown of the pros and cons of your competition
Uncover anxieties to position yourself against them
Great opportunity for marketing copy
Discover the superpowers users get
See what users care about the most
Bonus! Maybe bring their wild dreams to life
Don’t make the conversation about your product or idea. It should be about their lives, struggles, and motivations. There, you can then see how your product fits into that environment they have illustrated for you
Don’t ask them the guess or speculate. Don't talk about the future, talk about specifics that have occurred in their lives. Instead of asking: ”how much would you pay for X?”. Ask ”how much do you currently spend to solve your problem?”.
Talk about their motivations and why they got themselves into that problem in the first place. Be broad and figure out the variables and triggers in their environment by asking why a lot. Don’t be afraid to prod for more information.
The formality created in interviews stifles expression. This can make interviewees present facts in ways they feel might appeal to you. Maintain the purity of the conversation by creating a relaxing environment for them. It should feel like side banter with a friend.
Find out where they are online, go there and engage. Try Facebook groups, Quora, Hacker News and Reddit. Google searches will lead you to more communities and meet-ups to check out. Searching for conversations on Twitter gives you a chance to jump right in.
Create a landing page about your product idea. Share it in relevant communities where potential users engage. If they sign up, they're interested. Reach out to them to learn more.
Talk to people you already know. Try to get them to introduce you to people who fit your profile. These will be the warmest leads you’ll ever get. Alternatively use your social networks. Tweet about the idea and start a conversation.
Use this template (you can duplicate it) to store your responses. It comes with filters for job titles so you can see responses specific to a segment.
Working with free-form data can be a pain, word clouds help to synthesise and extract insight from them.
An easy way to determine what interviewee persona is most valuable is by filtering responses by job titles, or other similar traits. This will give you a idea of what segment needs your solution the most.