Customers & Research
Talking to customers & user research
Learn the truth without leading the witness.
How do I talk to customers without them just telling me what I want to hear?
Stop pitching and start interrogating their past. Ask about what they actually did last time the problem hit, what it cost them, and what they trie...
What questions should I actually ask in a customer interview?
Ask about the past and the concrete, not the future and the hypothetical. 'Walk me through the last time you dealt with X', 'what's the hardest par...
How many customer interviews do I need before I trust the signal?
There's no magic number, you're done when you can predict roughly the next answer before they say it. In practice that's usually 15-30 conversation...
Where do I find people to interview when I have zero audience?
Start with the person you already know who has the problem, then ask each interviewee for two intros. Go where the customer already hangs out, nich...
How do I run customer discovery as an Indian founder building for Indian users?
The frameworks are global but the field is local: Indian buyers often say 'yes, nice' to your face and never pay, so watch what they do, not what t...