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Guidelines for Customer Interviews

  • Interview 10 - 50 customers
  • Prepare a script
    (But don't be afraid to wander from it)
    • Walk us through a typical use session.
    • What do you like about existing products?
    • What do you dislike about existing products?
    • What factors do you consider when choosing a product?
    • What improvements would you make on a product?
  • Use visual stimuli & props
  • Surprises? Latent needs?
  • Note nonverbal information
  • Follow up with thank-you notes

Photo Courtesy DRM Associates
http://www.npd-solutions.com/interviews.html