Run Customer Interviews around Recent Behaviour

A practical approach

Step 1

Ask about the last time the person completed the relevant task. Follow the sequence from trigger to outcome.

Step 2

Explore what they tried, what was difficult and how they decided among alternatives. Ask for examples instead of accepting broad claims immediately.

Step 3

After the conversation, separate direct observations, quotations and your interpretation. Record contradictions and unanswered questions alongside promising signals.

Worked example

For a resource-sharing product, ask a trainer how they distributed materials after their most recent session. You may learn that permissions and version confusion are harder than file upload itself. Asking ‘would you use a smart resource portal?’ might never reveal that distinction.

A mistake to avoid

Pitching halfway through the interview can change the conversation into polite feedback on your idea. Keep discovery and sales objectives clear, and do not record or share personal details without appropriate permission.

Try it yourself

Prepare six questions that begin with a real event rather than a hypothetical future. Conduct one conversation and identify which answer most changed your original assumption.

Your implementation checklist

• Questions focus on recent events.
• Alternatives and workarounds are explored.
• Evidence and interpretation are separate.
• Contradictions are retained rather than filtered out.