July 24, 2021
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Basic rules of customer interviews: Avoid bias

Hello there! Here is a short and sweet writing about how to conduct your customer discovery interview. Remember the goal is not selling your idea to the customer. The goal is to find what problems your pilot customers have and whether you are solving those problems or not. At the end of the interview, if they ask you about your solution, you can answer them and if they like it, they will turn into a real customer!

Real quick here are the things to keep in mind during the interview:


  • No pitching: As soon as we start pitching, our mind starts selling and we’ll forget about learning.
  • Avoid hypothetical questions: Instead and asking “Would you do do this or that“, simply ask “Have you ever done this or that“.


  1. Tell me a story about the last time __________________
  2. What was the hardest thing about doing __________________
  3. Why was it hard?
  4. How do you solve that problem today?
  5. Why is it not great?
  6. And, it’s needless to say that please be respectful to customers. Feel free to contact us if you have any questions.


  • Emotions: Pay attention to emotions. Are the customers frustrated by current solutions? What frustrates them and to what extend. Frustration with current solutions is an opportunity for you to disrupt the market.
  • Repeat: Go back to No. 1 above and ask about other stories they can tell you about how they performed a task last time.
  • 5-whys: If you want to get to the bottom of something, ask a few whys. Eventually, your customers will get to emotions as the fundamental reason for behaving a certain way.

Here is a short video from google’s Justin Wilcox reviewing these rules if you don’t like reading too many words!

Contact us if you have any questions and we’ll be happy to help.

1 Comment on this article

  1. Customer Discovery Questionnaire Template | IdeaCooker

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