Knowledge Articles

Follow this detailed, but certainly not exhaustive, list of best practices for customer interviews to ensure highly qualitative interviews that produce reliable data.

Conducting customer interviews involves navigating a complex landscape of legal, regulatory, and ethical requirements. While universal principles—like obtaining informed consent and ensuring confidentiality—apply broadly, specific obligations vary by industry and jurisdiction.

Finding and screening the right interviewees is crucial for gathering insights that reflect your target audience’s needs. Without proper screening, you risk wasting time interviewing participants who don’t align with your target customer profile.

Customer interviews are a cornerstone of innovation. They allow businesses to uncover valuable insights into customer needs, desires, and challenges—data that directly informs business models and value propositions. However, the key to success lies in conducting these interviews effectively.

In today’s business landscape, uncertainty is the only certainty. Organizations face an increasingly volatile environment, from economic shocks to geopolitical upheavals and disruptive technologies. Adapting, recovering, and thriving amidst disruptions has become a critical differentiator in this challenging context.