Now you understand the importance of interviewing your customers to get valuable insights about your idea or product.
But who should you interview, and how can you find them?
Start by identifying your target customers.
If you don’t have a product yet, you may not know who your target customer is. But you should have some potential ideas already.
Start by writing down at least three groups of people who have the problem in question. (If you can’t think of anyone with the problem, it’s time to come up with a new product idea.)
Use the following table to choose the best target for your interviews:
Rate each group from 1 to 10 in each of the three categories.
Size refers to the number of people in the group. Is it big or small? A bigger group gets a higher rating.
Pain:Payment is the ratio of pain to payment. How much pain do they feel about the problem? Is it a crucial issue or just an annoyance? Compare that to how much they are likely to pay for the service.
High pain and high payment gets a high rating. Low pain and low payment gets a low rating. High pain and low payment (or the reverse) would get an average rating.
Accessibility refers to how easily you can access these people. Can you find their email addresses? Are they likely to respond to an email? Better accessibility gets a higher rating.
After you’ve rated them in each category, add the scores together to find the total for each group. The group with the highest rating is the one you should target for interviews.
If you already have a product, it’s much easier for you to find target customers. You already have a customer base. People are already paying for and engaging with your product.
Think of the current problems of your product or the new features you’d like to implement. Which customers would benefit the most? That’s who you should interview.
If you don’t have a product yet, you’ll need to look outside of your company to find interviewees. You should have already identified your target group with the exercise above. If not, complete that first.
You can easily find target customers in places like:
If you already have a product and customers, it will be much easier to find interviewees. But don’t blast an email out to your entire mailing list. Anything that looks like spam will be deleted without hesitation.
Even if you have a long list of customers, you’ll want to choose the right customers to target. The customers you want to interview are those who are enthusiastic or opinionated about the product (in a good or bad way). These people will have the most valuable feedback for you.
Here are four sources of people who are likely to respond: