Week 10: Who is my customer?

Mastering customer interviews as an early-stage founder

Customer interviews if done right, can be the key to finding the right product and business model. But if done wrongly, can end up being a waste of time and energy, two big no-nos in the early stages of being a founder where resources are very scarce. Today, we're rolling up our sleeves and diving deep into the art of understanding your customers like never before.

Expert’s guide to useful customer interviews

Mastering customer interviews is your secret weapon for building a business that truly resonates with your target audience. Here's your practical guide tailored just for you:

1. Go Narrow: Begin by focusing on a niche market segment where you can make a significant impact. Narrow down your target customers to a specific group whose needs you understand intimately. This is an important step because the wrong customer can give you wrong information. So pick your customers carefully! Ideally, have a selection criteria in mind:

   • Demographics (gender, age, location)

   • Preferences/Interests

   • Common activities done regularly

2. Reach Out to Your Community: Leverage your existing network of “friendlies” - friends, family, and warm introductions as your initial pool of interview participants. They're more likely to be willing to participate and provide honest feedback to support your journey.

3. Craft Genuine Connections: Approach customer interviews as conversations, not interrogations. Build rapport with your participants by sharing your story and listening attentively to theirs. Authentic connections pave the way for meaningful insights.

4. Ask the Right Questions: Tailor your questions to uncover the pain points, desires, and aspirations of your target customers. Focus on understanding their challenges and how your product or service can solve them. Some of our favourite questions listed below:

   • What challenges do you face when doing this particular activity?

   • How does this challenge affect other parts of your life?

   • How frequently does the challenge occur?

   • How do you currently manage or reduce the challenge?

   • If you had a magic wand, what would you change about this problem?

5. Embrace Feedback Gracefully: Be open to criticism and feedback, even if it's not what you want to hear. Every piece of feedback is an opportunity to iterate and improve your offering. Embrace the growth mindset!

6. Stay Agile and Iterative: Treat customer interviews as an ongoing learning process, not a one-time activity. Continuously iterate on your interview approach based on the insights gained and adjust your business strategy accordingly.

Tips for conducting customer interviews

1. Pick the Right Format of Interview: There are multiple types of interviews you can conduct, pick the one that best meets you needs and will be most comfortable for your target customers

   1. One-on-One Interviews: Engage in in-depth conversations with individual customers to gain a deep understanding of their needs, preferences, and pain points.

   2. Focus Groups: Bring together a small group of customers from similar demographics or backgrounds to facilitate group discussions and uncover shared insights.

   3. Surveys and Questionnaires: Supplement qualitative interviews with quantitative data by collecting feedback through structured surveys and questionnaires.

2. Schedule Bite-Sized Sessions: Instead of overwhelming yourself with lengthy interview sessions, break them down into shorter, more manageable chunks. Aim for 15-30 minute conversations to maintain focus and engagement.

3. Practice Active Listening: Train yourself to listen actively during interviews. Avoid interrupting your participants and resist the urge to jump in with solutions. Let them express themselves fully before offering insights or suggestions.

4. Follow Up with Gratitude: After each interview, express your gratitude to the participant for their time and valuable input. A simple thank-you goes a long way in building goodwill and fostering long-term relationships.

Prompt of the Week

This week, dive headfirst into the world of customer interviews:

• Identify Your Top 3 Burning Questions: Reflect on the key insights you need to move your business forward. What burning questions keep you up at night? Use these as the foundation for your interview script.

• Conduct Your First Interview: Reach out to a member of your target audience and schedule your first interview. Approach it with curiosity and enthusiasm, and don't forget to take notes along the way.

• Celebrate Your Progress: Take a moment to celebrate each milestone along your journey. Whether it's completing your first interview or uncovering a game-changing insight, acknowledge your achievements and keep pushing forward.

Share your wins, challenges, and learnings in the comments below. Let's support each other as we navigate the exciting world of entrepreneurship!

Here's to women empowering women and building businesses that change the world!

-Nareen