{"id":5626,"date":"2024-02-22T06:56:00","date_gmt":"2024-02-22T11:56:00","guid":{"rendered":"https:\/\/canny.io\/blog\/?p=5626"},"modified":"2024-11-02T17:48:33","modified_gmt":"2024-11-02T21:48:33","slug":"how-to-interview-customers-for-best-insights","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/how-to-interview-customers-for-best-insights\/","title":{"rendered":"How to conduct user interviews to uncover the best&nbsp;insights"},"content":{"rendered":"\n<p>User interviews are one of the best ways to understand your customers. Why? You get to hear straight from them. You can learn what they like, need, and want from your&nbsp;product.<\/p>\n\n\n\n<p>Imagine you&#8217;re a detective whose case is to make your product awesome. User interviews are your clues. They show you what to do&nbsp;next.<\/p>\n\n\n\n<p>Also, when you talk to your customers, they feel special. This makes them like your product even&nbsp;more.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/VcS1IXujPxI?si=CK0Rjg6_n37WVAbu\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<p><\/p>\n\n\n\n<p>In this post, we&#8217;ll show you how to do these interviews well. We&#8217;ll talk about picking the right people, asking great questions, and what to do with what you learn. Ready to be a user interview detective? Let&#8217;s crack open our&nbsp;case!<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Who should interview users?<\/h2>\n\n\n\n<p>You need to be careful when deciding who talks to customers. Here are some&nbsp;ideas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Product team<\/strong><\/h3>\n\n\n\n<p>A product manager is often the best choice. Why? They know the product inside out. They understand what they need to learn from users to improve the product. Plus, they can ask more detailed questions since they know exactly what info they&nbsp;need.<\/p>\n\n\n\n<p>They&#8217;ll action the feedback they get faster. No broken telephone or misinterpreted&nbsp;messages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Growth team<\/strong><\/h3>\n\n\n\n<p>Members of the <a href=\"https:\/\/canny.io\/blog\/growth-teams-customer-feedback\/\">growth team<\/a> can uncover insights directly linked to user acquisition and retention. They&#8217;re typically focused on metrics and growth strategies. This allows them to ask how features or changes might attract or retain&nbsp;users.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customer success<\/strong><\/h3>\n\n\n\n<p>This team can use interviews to understand customer challenges and successes. This will help them craft strategies to improve the user experience. They&#8217;re already used to talking to customers, so they&#8217;re a great&nbsp;choice.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customer support<\/strong><\/h3>\n\n\n\n<p>These folks talk to your customers daily. They know the common issues and questions your customers have. They can delve deeper into these issues and then provide <a href=\"https:\/\/canny.io\/blog\/feedback-programs\/\">critical feedback<\/a> to the product team for&nbsp;improvements.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Design team<\/strong><\/h3>\n\n\n\n<p>If your team has a UX researcher, they can be a great pick. They&#8217;re trained to understand user behavior and needs. These skills can be very useful for user interviews. Like product managers, they are very close to the product, so they&#8217;ll know what to ask and how to act on that&nbsp;feedback.<\/p>\n\n\n\n<p>Your design team can explore how your product makes the users feel. Is it intuitive enough? Does the design make sense? Does it enable them to get things&nbsp;done?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Founders<\/strong><\/h3>\n\n\n\n<p>Founders bring their big vision to the table. When they talk to customers, it shows how much the company cares about user feedback. Founders can&nbsp;ask:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Does our product match the big dream we&#8217;re telling the&nbsp;world?&#8221;<br><\/p><\/blockquote><\/figure>\n\n\n\n<p>This helps keep the product true to the vision they started&nbsp;with.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Neutral team<\/strong><\/h3>\n\n\n\n<p>Sometimes, having someone not directly involved with the product is good. This can be someone else from your team or even an outside consultant. Why? They can be more objective and might not influence answers based on their own biases about the&nbsp;product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When should you conduct user interviews?<\/h2>\n\n\n\n<p>Knowing when to chat with your users is as important as knowing how.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;<em>When a product team develops a weekly habit of customer interviews, they don\u2019t just get the benefit of interviewing more often, they also start rapid prototyping and experimenting more often. They do a better job of connecting what they are learning from their research activities with the product decisions they are making. I believe continuous interviewing is a keystone habit for continuous&nbsp;discovery.\u201d<\/em><\/p>\n<cite><a href=\"https:\/\/www.linkedin.com\/in\/teresatorres\/\" target=\"_blank\" rel=\"noreferrer noopener\">Teresa Torres<\/a>, product discovery coach at <a href=\"https:\/\/www.producttalk.org\/\">Product Talk<\/a><\/cite><\/blockquote>\n\n\n\n<p><strong>Keep in mind<\/strong>: sometimes you can&#8217;t really choose when to talk to your&nbsp;customers.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/vsUJFtxpgYY?si=YEUNk8EJ6zNx9PV5\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<p>If you can choose the time, here are some key times to&nbsp;consider.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>When planning your roadmap<\/strong><\/h3>\n\n\n\n<p>Before deciding your product&#8217;s future, ask your users for their input. Questions like: &#8220;What should we do next?&#8221; can be super&nbsp;helpful.<\/p>\n\n\n\n<p>Need help with your roadmap? We&#8217;ve got <a href=\"https:\/\/go.canny.io\/roadmap-templates\">free templates right&nbsp;here<\/a>!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-154219407671\"\n style=\"max-width:650px; margin: 0 auto;\" data-hubspot-wrapper-cta-id=\"154219407671\">\n  <a href=\"https:\/\/cta-service-cms2.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLKhNbWgxwwIgD8WqCxmQlzl3wnEv9Ay8%2FoeCqmQFSAKQ%2FQfVkDNDtCGDWQu1IbvbAnDWqoMgxhPW7%2BcjJBhPrCQmT1fWp44beROElTHcqHhl4A%3D&#038;webInteractiveContentId=154219407671&#038;portalId=5705808\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\n    <img decoding=\"async\" alt=\"Complete guide to prioritization\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/interactive-154219407671.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/>\n  <\/a>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><\/p>\n\n\n\n<p>\u201cInjecting the actual customer who uses the software into the development process is key to <a href=\"https:\/\/bitbytebit.substack.com\/p\/the-size-of-your-backlog-is-inversely\">creating&nbsp;value<\/a>.\u201d<\/p>\n<cite><a href=\"https:\/\/www.linkedin.com\/in\/zararsiddiqi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zarar Siddiqi<\/a>, co-founder, <a href=\"https:\/\/www.linkedin.com\/company\/raptors-republic\/\" target=\"_blank\" rel=\"noreferrer noopener\">Raptors Republic<\/a><\/cite><\/blockquote>\n\n\n\n<p>Talk to users before you even start building.&nbsp;Ask:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;What do you need&nbsp;most?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<p>This can guide you to build features that users really&nbsp;want.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>After launching a new feature<\/strong><\/h3>\n\n\n\n<p>Once you launch something new, check in with your users.&nbsp;Ask:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Is this what you&nbsp;expected?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<p>Their answers can help you tweak and&nbsp;improve.<\/p>\n\n\n\n<p>Our customer success team has regular checkins with our customers. They set goals, assess metrics, and build a plan for&nbsp;success.<\/p>\n\n\n\n<p>Lots of feedback comes up during those meetings, so we always know what\u2019s top of mind for our&nbsp;users.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>When you notice changes in usage patterns<\/strong><\/h3>\n\n\n\n<p>If you see users behaving differently with your product, it&#8217;s time to ask why. A simple: &#8220;What&#8217;s changed for you?&#8221; can uncover a&nbsp;lot.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI track our customers\u2019 usage. If I see that someone doesn\u2019t use Canny to its full potential, or if someone\u2019s doing a really great job using the platform, I reach out. I want to see their workflow and help them utilize the platform even more. The aim is to collect feedback, help customers become more efficient, and learn from their&nbsp;experiences.\u201d<\/p>\n<cite>Julia Valade, customer success at Canny<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Regular check-ins<\/strong><\/h3>\n\n\n\n<p>Don&#8217;t only talk to users when there&#8217;s a significant change. Continuous interviews, like once every quarter, can give you ongoing insights. You can&nbsp;ask:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;What&#8217;s working well for&nbsp;you?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/_8uSqUodekw?si=IxPAHz0FV-h7hHto\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<p><\/p>\n\n\n\n<p>Remember \u2013 timing is everything. Chatting at the right moments can give you the best insights to make your product&nbsp;excellent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>When customers churn<\/strong><\/h3>\n\n\n\n<p>This is the most difficult customer interview to get. When a user decides to not use your product anymore, they\u2019re usually not interested in giving you feedback. This is normal \u2013&nbsp;if you decided to cancel your subscription, you wouldn\u2019t spend too much time explaining why,&nbsp;right?<\/p>\n\n\n\n<p>There are some exceptions. Sometimes, customers churn not because they\u2019re unhappy. Here are a few&nbsp;examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This department is experiencing a budget cut and can no longer afford your&nbsp;product<\/li>\n\n\n\n<li>There\u2019s an objectively better tool that does more than&nbsp;yours<\/li>\n\n\n\n<li>This team\u2019s strategy changed and they\u2019re no longer focused on the problem your tool&nbsp;solves<\/li>\n<\/ul>\n\n\n\n<p>If you\u2019re lucky enough to get churning clients like this, use this opportunity. In these cases, it\u2019s best to have the founders reach out. Churning clients will feel valued even though they\u2019re leaving. Founders can have an honest conversation and get extremely valuable&nbsp;feedback.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cEven when I\u2019m really busy, I make time to talk to customers when it comes to product gaps. Especially when they are an important customer and\/or are churning. I get so much value from a 20-minute call.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>During the chat, I make sure to let them do most of the talking. If they\u2019re churning, I\u2019ll also mention what we have on the roadmap that might solve their problems. Even if we\u2019re parting ways, I want them to know the door is always&nbsp;open.\u201d<\/p>\n<cite>Sarah Hum, co-founder at Canny<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">How to conduct user interviews<\/h2>\n\n\n\n<p>Conducting user interviews is like going on a treasure hunt. You need a map and a plan to find the gold \u2013 a valuable insight. Here&#8217;s how you can set yourself up for&nbsp;success.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Set interview goals<\/strong><\/h3>\n\n\n\n<p>Before you start, know what treasure you&#8217;re looking for. Your goals guide the whole&nbsp;chat.&nbsp;<\/p>\n\n\n\n<p><strong>Example<\/strong>: you&#8217;re introducing a new feature. Goal \u2013 understand what users expect from this new&nbsp;feature.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Define clear objectives for each interview<\/strong><\/h4>\n\n\n\n<p>Break down your big goal into smaller targets. If your goal is about a new feature, the objectives could&nbsp;be:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Finding out what users like about similar&nbsp;features<\/li>\n\n\n\n<li>What problems do they face with current&nbsp;options<\/li>\n<\/ul>\n\n\n\n<p>Clear objectives keep your interview focused and&nbsp;efficient.<\/p>\n\n\n\n<p><strong>Example:<\/strong> you&#8217;re noticing your <a href=\"https:\/\/canny.io\/blog\/customer-satisfaction-metrics\/\">NPS score<\/a> go down. Interview goal \u2013 understand what is driving that score&nbsp;down.<\/p>\n\n\n\n<p>Your customers are doing you a favor by agreeing to an interview. So use their time&nbsp;wisely!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Choose the right customers<\/strong><\/h3>\n\n\n\n<p>You need to pick the right participants for these interviews. But how do you know who&#8217;s &#8220;right&#8221;? Here are a few&nbsp;ways.<\/p>\n\n\n\n<p><strong>Look for a mix of users<\/strong>. You want the super fans, the occasional users, and even the critics. Each type of customer will give you different insights. Only choosing happy customers won&#8217;t give you the whole picture. Focusing just on unhappy users won&#8217;t do that either. You need a good&nbsp;combo.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIt\u2019s a matter of understanding whose feedback is the most valuable right now. If you\u2019re having issues with retention, it\u2019s best to talk to customers who are slipping away. If onboarding is an issue, talk to customers who just signed&nbsp;up.\u201d<\/p>\n<cite>Dan Murray, engineer at Canny<\/cite><\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/Vi7SF_EnUAo?si=t1QRZ_rz8gbenjJQ\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<p><strong>Use CRM data and social media<\/strong>. Your CRM is a treasure trove of info. It can tell you who&#8217;s using your product a lot and who&#8217;s just started. Social media can show you who&#8217;s talking about your product. Both are great tools to find customers who really engage with your product. They likely have something to&nbsp;say.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cYou need to design creative metrics to filter out the customers you want to talk to. Ideally, you need customers who are at the intersection of these two things: they\u2019re in the most receptive state to accept the interview, and they are most likely to answer your specific&nbsp;questions.\u201d<\/p>\n<cite>Dan Murray<\/cite><\/blockquote>\n\n\n\n<p><strong>Use screening questions to filter participants<\/strong>. Ask questions to make sure you get the right mix of customers. You might ask how long they&#8217;ve used your product or how exactly they use it. This helps you find people who fit your target&nbsp;audience.<\/p>\n\n\n\n<p>When you know what you&#8217;re trying to achieve with these interviews, picking a participant will be&nbsp;easier.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cSpend time early on understanding their specific use case. Maybe they\u2019re using the product in an unorthodox way, or they\u2019re not your typical product market fit. Their feedback can still give some good insights and potentially \u201cunlock\u201d more business with similar use&nbsp;cases.\u201d<\/p>\n<cite>Jacques Reulet, customer support at Canny<\/cite><\/blockquote>\n\n\n\n<p><strong>Example<\/strong>: to understand why your NPS score is decreasing, pick customers who gave you lower&nbsp;scores.<\/p>\n\n\n\n<p>Remember \u2013&nbsp;interviews are costly. They take up valuable time from your team and your customers. So be very&nbsp;strategic.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/GDtFNeriv6U?si=2Iuq-z6TZ7ijiR1F\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Design effective questions<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/canny.io\/blog\/how-to-ask-the-right-customer-feedback-questions\/\">Crafting the right questions<\/a> is crucial for an effective user interview. Here&#8217;s how to design them&nbsp;effectively.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Focus on open-ended questions for depth<\/strong><\/h4>\n\n\n\n<p>Open-ended questions let users share more than just yes or no. They can provide stories, feelings, and&nbsp;ideas.&nbsp;<\/p>\n\n\n\n<p><strong>Example<\/strong>: don&#8217;t ask: &#8220;Do you like our new feature?&#8221; Ask: &#8220;How has the new feature impacted your daily&nbsp;tasks?&#8221;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cFeedback is a gift. Not everyone wants to or has time to give you that \u201cgift.\u201d People typically buy your product because they want it to take work off their plate, not add more&nbsp;work.\u201d<\/p>\n<cite>Dan Murray<\/cite><\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Avoid leading questions to get unbiased insights<\/strong><\/h4>\n\n\n\n<p>A leading question suggests an answer and defeats the purpose of the whole user&nbsp;interview.<\/p>\n\n\n\n<p><strong>Example<\/strong>: don&#8217;t ask: &#8220;Don&#8217;t you think our new feature is helpful?&#8221; Ask: &#8220;How do you find our new feature in terms of&nbsp;usefulness?&#8221;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Prepare more questions than expected<\/strong><\/h4>\n\n\n\n<p>It&#8217;s better to have too many questions than too few. This doesn&#8217;t mean you have to ask all of them, but it allows you to explore different topics based on the conversation&nbsp;flow.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Include questions that approach issues from different angles<\/strong><\/h4>\n\n\n\n<p>Tackle the same topic in various ways to get a fuller picture. If you&#8217;re asking about a feature, also ask how it fits into their workflow. Add a question&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;How does it compare to similar features you&#8217;ve used&nbsp;before?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Use questions as a guide, not a script<\/strong><\/h4>\n\n\n\n<p>Be flexible. If the conversation takes an interesting turn, follow it. Your interview guide is there to keep you on track, but the real value often comes from unscripted&nbsp;moments.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cConverse, don&#8217;t interview. The best [interviewers] converse with their guests instead of interviewing them. They start out with a planned question or two and then let the response dictate the conversation.&nbsp;<\/p>\n<cite>&#8220;Everybody Writes,&#8221; by <a href=\"https:\/\/www.linkedin.com\/in\/annhandley\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ann Handley<\/a>, Chief Content Officer at <a href=\"https:\/\/www.marketingprofs.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MarketingProfs<\/a><\/cite><\/blockquote>\n\n\n\n<p><strong>Example<\/strong>: you&#8217;re investigating a decrease in usage. Begin with a neutral question&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Can you walk me through how you typically use our product these&nbsp;days?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<p>This open-ended question doesn&#8217;t presume any change in usage and allows the user to describe their experience freely. Based on their response, a good follow-up could&nbsp;be:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Have you changed the way you use our&nbsp;product?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cBe prepared, but don&#8217;t read off a script. Conversations aren&#8217;t scripted, and you want an interview to feel like a&nbsp;conversation.\u201d<\/p>\n<cite><a href=\"https:\/\/www.linkedin.com\/in\/kerrygorgone\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kerry O&#8217;Shea Gorgone<\/a>, <a href=\"https:\/\/podcasts.apple.com\/ca\/podcast\/marketing-smarts-from-marketingprofs\/id468650101\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Smarts<\/a> podcast host<\/cite><\/blockquote>\n\n\n\n<p>Your questions should encourage users to think and reflect. This will give you in-depth and genuine responses. You never know where you&#8217;ll find that critical actionable&nbsp;insight!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Prepare the interview environment<\/strong><\/h3>\n\n\n\n<p>Setting the right environment for your user interviews can make a big difference. Whether it&#8217;s in person or online, a comfortable setting helps users open&nbsp;up.&nbsp;<\/p>\n\n\n\n<p>This might seem obvious, but it&#8217;s worth reiterating. Here&#8217;s how to prepare for your user&nbsp;interview:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Ensure a comfortable setting \u2013 physical or virtual<\/strong><\/h4>\n\n\n\n<p>First, prepare your interviewees. Explain how the interview process will unfold. Describe how you will interview participants \u2013 what kind of questions will you ask? Mention how long it&#8217;ll take and how you&#8217;ll use their responses. When people know what to expect, they tend to relax&nbsp;more.<\/p>\n\n\n\n<p><em>For in-person interviews:<\/em> choose a quiet, private space. Make sure it&#8217;s a neutral setting like a meeting room, free from distractions. Comfortable seating and a pleasant temperature are important too. Offer refreshments and snacks if you&nbsp;can.&nbsp;<\/p>\n\n\n\n<p><em>For remote interviews:<\/em> check your tech setup beforehand. Good lighting, clear audio, and a stable internet connection are key. Remind participants to find a quiet space where they won&#8217;t be&nbsp;interrupted.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Start with small talk for a relaxed atmosphere<\/strong><\/h4>\n\n\n\n<p>Begin the interview with a light conversation. Ask about their day or comment on something general like the weather. This isn&#8217;t just filler \u2013 it sets a friendly tone and makes your interviewee more&nbsp;comfortable.<\/p>\n\n\n\n<p>If it&#8217;s a virtual interview, you might also spend a minute ensuring they are comfortable with the technology. For instance, ask if they can hear and see you&nbsp;well.<\/p>\n\n\n\n<p>Making the participants feel at ease, respected, and ready to share openly. The right atmosphere can lead to more genuine and insightful&nbsp;conversations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Execute the interview<\/strong><\/h3>\n\n\n\n<p>Your number one research goal is to run the interview effectively. You must respect your participants&#8217; time and not waste your own. Here&#8217;s how to make the most of your&nbsp;conversation.<\/p>\n\n\n\n<p><strong>Listen more, talk&nbsp;less<\/strong><\/p>\n\n\n\n<p>Your main job is to listen. Let the users do most of the talking. Be patient, even if there are pauses in the conversation. Sometimes, the best insights come after a moment of&nbsp;silence.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/COfqyXlifII?si=CA8P25r6hVUzh81o\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><\/p>\n\n\n\n<p>\u201cThe <a href=\"https:\/\/canny.io\/blog\/customer-focused-business\/\" data-wpil-monitor-id=\"73\">focus should be on the value for the customer<\/a>. Think about the reason they took the call. To get some value out of it, right? So you need to answer their questions and address their concerns first. Then, see if you can interweave your questions in the interview. This way, the customers will feel like this conversation was for&nbsp;them.\u201d<\/p>\n<cite>Dan Murray<\/cite><\/blockquote>\n\n\n\n<p><strong>Follow up for clarity, but don&#8217;t lead the&nbsp;conversation<\/strong><\/p>\n\n\n\n<p>If something isn&#8217;t clear, ask follow-up questions&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Could you tell me more about&nbsp;that?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<p>Avoid questions that lead them to a specific&nbsp;answer.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIf you&#8217;re trying to get specific information out of an interviewee, you&#8217;ll want to guide the conversation a bit, of course. Don&#8217;t just let it wander off into a tangential rabbit&nbsp;hole.\u201d<\/p>\n<cite>&#8220;Everybody Writes,&#8221; by <a href=\"https:\/\/www.linkedin.com\/in\/annhandley\/\">Ann Handley<\/a>, Chief Content Officer at <a href=\"https:\/\/www.marketingprofs.com\/\">MarketingProfs<\/a><\/cite><\/blockquote>\n\n\n\n<p><strong>Use semi structured interviews for natural&nbsp;flow<\/strong><\/p>\n\n\n\n<p>Start with a clear plan and key questions, but remain open to new directions. If a user shares something intriguing that&#8217;s not on your script, dive into it. This unexpected turn could lead to a valuable insight you hadn&#8217;t considered&nbsp;before.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cKeep things on track but still free-flowing. Practice what <a href=\"https:\/\/www.linkedin.com\/in\/matthewtgrant\/\" target=\"_blank\" rel=\"noreferrer noopener\">Matthew T. Grant<\/a> calls &#8220;laser listening.&#8221; Look for the threads of the response to naturally pick up in a subsequent question. Don&#8217;t just jump to the next question on your list just because, well, it&#8217;s on the&nbsp;list.\u201d<\/p>\n<cite>&#8220;Everybody Writes,&#8221; by <a href=\"https:\/\/www.linkedin.com\/in\/annhandley\/\">Ann Handley<\/a>, Chief Content Officer at <a href=\"https:\/\/www.marketingprofs.com\/\">MarketingProfs<\/a><\/cite><\/blockquote>\n\n\n\n<p><strong>Explore unforeseen topics and elaborate on&nbsp;responses<\/strong><\/p>\n\n\n\n<p>When users bring up topics or issues you hadn&#8217;t planned to discuss, see it as an opportunity. Ask follow-up questions&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Can you tell me more about that?&#8221;<br>&#8220;How does that affect your&nbsp;experience?&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<p>This shows you&#8217;re interested in their perspective and allows you to gather detailed&nbsp;insights.<\/p>\n\n\n\n<p><strong>Avoid judging or educating&nbsp;interviewees<\/strong><\/p>\n\n\n\n<p>Keep your opinions and knowledge to yourself during the interview. Your goal is to understand their perspective, not to correct or inform&nbsp;them.<\/p>\n\n\n\n<p>Focus on gathering as much information as possible within the limited&nbsp;time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Process the insights<\/strong><\/h3>\n\n\n\n<p>After the interview, it&#8217;s crucial to process what you&#8217;ve learned effectively. Here&#8217;s how to handle the&nbsp;insights.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Organize and analyze feedback<\/strong><\/h4>\n\n\n\n<p>Start by organizing the feedback. If you have notes or recordings, review them and highlight key points. Look for patterns or recurring themes. For example, if several users mention difficulty finding a feature, that&#8217;s a pattern. AI comes in handy here \u2013 you can ask <a href=\"https:\/\/canny.io\/blog\/7-product-managers-used-chatgpt-heres-what-happened\/\">ChatGPT<\/a> to summarize your findings for&nbsp;you.<\/p>\n\n\n\n<p>Use tools like spreadsheets or qualitative data analysis software to categorize and analyze the information. This makes it easier to identify trends and prioritize actions. Check out some <a href=\"https:\/\/canny.io\/blog\/top-ai-tools-product-management\/\">great AI tools&nbsp;here<\/a>!<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Use insights for product development<\/strong><\/h4>\n\n\n\n<p>Translate these insights into actionable steps for your product. For instance, if users struggle with a feature, consider redesigning its&nbsp;interface.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThe best way to delight and customer? Fix their problem. Let\u2019s say they named a major blocker during the interview. And that fix will take you half a day to develop. Don\u2019t even think about it. Just ship it and show them how much you value their&nbsp;feedback.\u201d<\/p>\n<cite>Dan Murray<\/cite><\/blockquote>\n\n\n\n<p>Share these insights with your team. It&#8217;s important that everyone understands user feedback \u2013 from developers to marketers. This way, the whole team can be aligned on what needs to be&nbsp;improved.<\/p>\n\n\n\n<p>Our team adds the notes to <a href=\"https:\/\/canny.io\/\">Canny<\/a>, <a href=\"https:\/\/canny.io\/integrations\/hubspot\">Hubspot<\/a>, and a corresponding <a href=\"https:\/\/canny.io\/integrations\/slack\">Slack<\/a> channel. Then, customer success and product meet to discuss action&nbsp;items.<\/p>\n\n\n\n<p>Don&#8217;t forget to track changes made based on these insights. Monitor how these changes impact user experience and&nbsp;satisfaction.<\/p>\n\n\n\n<p>Canny is a great tool for tracking feature requests. You can add votes on users&#8217; behalf and quickly see how impactful that feature is. Try it for&nbsp;yourself!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/I0vuthF8uu0?si=QQK1ejNeFAQFSynP\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"hs-cta-embed hs-cta-embed-122984161548\" style=\"max-width:650px; margin: 0 auto; data-hubspot-wrapper-cta-id=\"122984161548\">\n  <link rel=\"stylesheet\" href=\"https:\/\/js.hscta.com\/embeddable_cta_placeholder_v1.css\">\n  <div class=\"hs-cta-loading-dot__container\">\n     <div class=\"hs-cta-loading-dot\"><\/div>\n     <div class=\"hs-cta-loading-dot\"><\/div>\n     <div class=\"hs-cta-loading-dot\"><\/div>\n  <\/div>\n  <div class=\"hs-cta-embed__skeleton\"><\/div>\n  <picture>\n    <source srcset=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" media=\"(max-width: 480px)\" \/>\n    <img decoding=\"async\" alt=\"Get a free walkthrough\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/interactive-122984161548.png\" style=\"height: 100%; width: 100%; object-fit: fill\" onerror=\"this.style.display='none'\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/>\n  <\/picture>\n<\/div>\n\n\n\n<p>Processing insights helps you convert raw feedback into concrete product improvements. It&#8217;s about turning user voices into actions that enhance their&nbsp;experience.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cGetting those pulse checks with customers helps you get a better understanding of your product&#8217;s perception externally. You can also make better decisions going forward. If you\u2019re choosing what to develop next, you can rely on that feedback to see which feature is the most pressing. You can even take that data, add it to Canny, and evaluate the feature\u2019s impact&nbsp;further.\u201d<\/p>\n<cite>Dan Murray<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Foster relationships post-interview<\/strong><\/h3>\n\n\n\n<p>Conducting a user interview is important. However, building ongoing relationships with your interviewees is&nbsp;crucial.<\/p>\n\n\n\n<p><strong>Show appreciation to&nbsp;participants<\/strong><\/p>\n\n\n\n<p>Right after the interview, thank them for their time and insights. A simple thank you note or email can make a big&nbsp;difference.<\/p>\n\n\n\n<p>Consider sending a small token of appreciation, like a discount code or a gift card. This gesture shows that you value their input and&nbsp;time.<\/p>\n\n\n\n<p><a href=\"https:\/\/canny.io\/blog\/canny-changelog\/\">Follow up with participants<\/a> after the interview process is complete. Let them know how their feedback is being used. For example, if you update a feature based on their input, send them a message about the&nbsp;change.<\/p>\n\n\n\n<p>You can automate this task with Canny. Our changelog automatically notifies everyone who submitted, voted, or commented on a particular&nbsp;feature.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1600\" height=\"1435\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/02\/canny-changelog.png\" alt=\"\" class=\"wp-image-8194 lazyload\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1435;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/02\/canny-changelog.png 1600w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/02\/canny-changelog-768x689.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/02\/canny-changelog-1536x1378.png 1536w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/feedback.canny.io\/changelog\">Canny&#8217;s Changelog<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>For instance, you could&nbsp;say:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>&#8220;Thanks to your feedback, we&#8217;ve improved our feature. We&#8217;d love for you to try it and share your&nbsp;thoughts.&#8221;<\/p><\/blockquote><\/figure>\n\n\n\n<p>This follow-up shows that you take their feedback seriously. It also keeps your users engaged with your product&#8217;s&nbsp;journey.<\/p>\n\n\n\n<p>Fostering relationships with your interviewees turns them into more than just participants. They become part of your product&#8217;s community. This ongoing engagement is key to building a loyal user base that feels heard and&nbsp;valued.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Limitations of user interviews<\/h2>\n\n\n\n<p>User interviews are a powerful tool, but they come with limitations. It&#8217;s essential to be aware of these and know how to address&nbsp;them.<\/p>\n\n\n\n<p>Social desirability bias occurs when participants give answers they think you want to hear. Instead of sharing their true thoughts, they tell you what they think is &#8220;the right&nbsp;answer.&#8221;<\/p>\n\n\n\n<p>For instance, they might overstate their satisfaction with your product to avoid being&nbsp;negative.<\/p>\n\n\n\n<p>To combat this, ensure you create an environment where participants feel comfortable being honest. Reassure them that all feedback, positive or negative, is valuable and&nbsp;appreciated.<\/p>\n\n\n\n<p>Want to take this even further? Use interviews in combination with other user research&nbsp;methods.<\/p>\n\n\n\n<p><strong>Example<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Surveys for quantitative&nbsp;data<\/li>\n\n\n\n<li>Analytics to understand user&nbsp;behavior<\/li>\n\n\n\n<li>A\/B testing to test specific&nbsp;hypotheses<\/li>\n\n\n\n<li>Feedback boards for more informal and even anonymous&nbsp;feedback<\/li>\n\n\n\n<li>Usability testing to see rather than hear about product&nbsp;usage<\/li>\n<\/ul>\n\n\n\n<p>You can cross-validate findings and gain a richer, more accurate picture of user needs and experiences. This multi-faceted approach will help you make better product&nbsp;decisions.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cMake it a point to <a href=\"https:\/\/bitbytebit.substack.com\/p\/the-size-of-your-backlog-is-inversely\" target=\"_blank\" rel=\"noreferrer noopener\">observe the customer<\/a> when they are using your app. I use <a href=\"https:\/\/posthog.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">PostHog<\/a>\u2019s session replay feature and am amazed watching videos of how customers use the product compared to how I think they use&nbsp;it.\u201d<\/p>\n<cite><a href=\"https:\/\/www.linkedin.com\/in\/zararsiddiqi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zarar Siddiqi,<\/a> co-founder, <a href=\"https:\/\/www.linkedin.com\/company\/raptors-republic\/\" target=\"_blank\" rel=\"noreferrer noopener\">Raptors Republic<\/a><\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion: how to interview customers for best insights<\/h2>\n\n\n\n<p>User interviews are more than just conversations. They are a direct line to understanding what your customers think, feel, and need. These interviews can really shape the future of your&nbsp;product.<\/p>\n\n\n\n<p>You need to carefully select who to interview and what to ask to make this&nbsp;worthwhile.<\/p>\n\n\n\n<p>The actual value of user interviews \u2013 connecting you with your customers on a deeper level. They are not just about gathering data; they&#8217;re about building&nbsp;relationships.<\/p>\n\n\n\n<p>User interviews are powerful, but they should be part of a broader research strategy. Combine them with other methods for the best&nbsp;results.<\/p>\n\n\n\n<p>Listen to your users. You&#8217;ll build a great product and create a community around&nbsp;it.<\/p>\n\n\n\n<p>Subscribe to learn more about feedback, product management, and&nbsp;more.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"hs-cta-embed hs-cta-embed-127905612377\" style=\"max-width:100%; max-height:100%; margin:0 auto; width:650px;height:313.4505275px\">\n  <link rel=\"stylesheet\" href=\"https:\/\/js.hscta.com\/embeddable_cta_placeholder_v1.css\">\n  <div class=\"hs-cta-loading-dot__container\">\n     <div class=\"hs-cta-loading-dot\"><\/div>\n     <div class=\"hs-cta-loading-dot\"><\/div>\n     <div class=\"hs-cta-loading-dot\"><\/div>\n  <\/div>\n  <div class=\"hs-cta-embed__skeleton\"><\/div>\n  <picture>\n    <source srcset=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" media=\"(max-width: 650px)\" \/>\n    <img decoding=\"async\" alt=\"Form CTA\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/interactive-127905612377.png\" style=\"height: 100%; width: 650px; object-fit: fill\" onerror=\"this.style.display='none'\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/>\n  <\/picture>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>User interviews are one of the best ways to understand your customers. Why? You get to hear straight from them. Let&#8217;s explore how to do these interviews well.<\/p>\n","protected":false},"author":26,"featured_media":5661,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[8,7],"tags":[87,78,610,613,92,93,616,328,617,567,62,117,332,615,614,609,623,622,620,176,15,10,273,105,75,370,618,621,77],"class_list":["post-5626","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-feedback","category-product-management","tag-churn","tag-customer-feedback","tag-customer-interview","tag-customer-interviews","tag-customer-success","tag-customer-support","tag-deisng","tag-design","tag-design-team","tag-feedback-analysis","tag-feedback-management","tag-founder","tag-growth","tag-growth-manager","tag-growth-team","tag-interview","tag-interview-question","tag-interview-questions","tag-new-feature","tag-product-development","tag-product-management","tag-product-manager","tag-product-managers","tag-product-team","tag-roadmap","tag-roadmap-planning","tag-startup-founder","tag-usage","tag-user-feedback"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to conduct user interviews to uncover the best insights - Canny Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/canny.io\/blog\/how-to-interview-customers-for-best-insights\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to conduct user interviews to uncover the best insights - Canny Blog\" \/>\n<meta property=\"og:description\" content=\"User interviews are one of the best ways to understand your customers. Why? You get to hear straight from them. 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