Behavioural data is key if you want to know if your idea is wanted as THE solution for a problem your target audience is experiencing. Therefore, you’ll have to find ways to collect tons of data, straight from your potential customers. It is key to talk to them and really listen to their needs, problems, desires, etc. It’s the only way to find out if your idea is worth building.
Regardless of what everybody thinks, talking to your customers is still the best way to discover what really drives them. If you can't meet in person, don't hesitate to call or schedule a virtual meeting. But there is one more thing; Being a great interviewer is not an easy task. Here are three tips to help you with collecting the exact data you need.
Listen more than you talk
An obvious one, right? Well, not necessarily. There is a difference between hearing what the other person has to say and active listening. Many people are already thinking of an answer while their counterpart is speaking. This causes them not to listen to what is being said. You might not like this but your opinion doesn’t mean anything here so it’s not necessary to share either. You'll miss out on so many little nuggets by not focusing on the person in front of you. Just listen and grab the input you need!
What does that entail exactly? It means showing empathy and extracting as much information as possible from the person you're interviewing. You can do this in a variety of ways. Here are three great techniques:
If you want to know more about these techniques, go and read the book Never Split The Difference by Chris Voss.
Always prepare for your interview exceptionally well. There are two critical aspects you need to take into account when you prep your interview:
Other questions you could ask that don't start with "why" are:
Always chase facts and not opinions. Ask questions that get your customers to share facts and real experiences they had rather than opinions. For example, don't ask a question that starts with "Would you..?" Instead, ask a question that begins with:
One more thing, at the end of every interview, make sure you ask permission to keep their contact information so you can interview them again when new questions arise. Ask your interviewees if they would be willing to introduce people they know that might be interested in your product or service as well and, most importantly, who would be willing participate in your interview. Make this as easy as possible for them by having an email template ready they can use.