Customer Validation and Interview

So, you’ve created a new product and you want to share it with the world? It’s now the time to test it with your potential customers.

Interviewing your potential customers is a good way to get an insight into their thoughts, emotions and motivations for you to determine how you can innovate for him or her and thereby arrive at your USP. You can learn so much about a person’s mindset, behaviour, and lifestyle by talking with them where they live or work.

This validation by your potential customer will help you make the concept better by shaping it in response. You just need to hear them. You don’t need to agree or disagree.

Action: Design Customer Validation

Follow the below mentioned steps of interviewing customers for the purpose of new venture creation

  • Start by building your question guide – brainstorm themes you want to learn about in your conversation with your customers
  • Formulate questions that explore these topics. Frame them as open-ended questions, such as:
    1. “Tell me about an experience…”
    2. “What are the best/worst parts about….?
    3. “Can you help me understand more about…?
    4. Encourage people to tell you their whole story and avoid yes/no questions
  • Organise your question like:
    1. Begin with questions your customers are comfortable answering
    2. Then go broad – ask more profound questions about their hopes, fears and ambitions
    3. Probe deep- consider prompting thoughts with “what ifs” scenarios
  • Gather the data. Compare notes and analyse what you need to fix and what is working
  • Customer interviews are of various kinds like: In-person interview, Focus Group Discussions and Survey Questionnaire method

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