Customer interviews - how to get real insights without awkward conversations
We’ve all been there – the awkward “customer interview” that feels more like a job interview or worse, a therapy session. But if you run a startup and want real insight into your customers’ world, you need to talk to them.
Good news? You don’t have to be a great interviewer or a psychologist. You just need a plan.
Here’s what you need to think about.
Why customer interviews matter (even if they feel scary)
Skip the chats and you’ll:
Base decisions on assumptions, not facts.
Miss out on emotional drivers (the why behind the what).
Spend money on marketing or products that don’t hit the mark.
When you chat to real people, you:
Hear actual language customers use (great for messaging).
Understand frustrations and desires in their own words.
Spot patterns you’d never see in a spreadsheet.
Find out more about customer research for startups.
How to set them up without it feeling weird
Step 1: Find the right people
You don’t need hundreds. Start with 5-10 people who represent your ideal customer types (yes, use those personas!). Reach out to:
Existing customers
Warm prospects
Relevant contacts in your network
Step 2: Be human in your invite
Avoid: “We are conducting market research and would like 30 minutes of your time.”
Try: “We’re looking to improve [problem your product solves] and would love your candid thoughts. No pitches, just a chat over coffee – virtual or real.”
Step 3: Offer value
Could be a coffee voucher, early access to something new, or simply the satisfaction of helping shape something better.
Questions that get people talking
Go open-ended and focus on them, not you.
What’s your biggest challenge when it comes to [problem]?
What have you tried before? What worked? What didn’t?
What’s the dream scenario here?
What’s stopping you from solving this now?
How do you usually find products or services like this?
Pro tip: Let silence do some heavy lifting – people often share more if you give them space.
Avoid common pitfalls
Don’t sell. This is about listening.
Don’t lead. Avoid “Wouldn’t it be great if…” style questions.
Don’t script it to death. Have a guide, but keep it conversational.
After the chat - what now?
Record (with permission) and note the exact phrases they use.
Look for emotional drivers: frustration, fear, excitement.
Identify recurring patterns across interviews.
Share key insights with your team – personas, messaging, product tweaks.
Quick wins from real founders
Schedule interviews early in the product or campaign planning stage.
Pair interviews with surveys to validate trends at scale.
Use insights to spot great messaging – e.g., headlines, email subject lines.
In short
Customer interviews aren’t just another “startup best practice” – they’re one of the fastest ways to make smarter decisions and connect better with your market.
No awkwardness. No pitch. Just real talk that’ll help your business grow.
Want help turning your customer interviews into sharper marketing or product moves? Drop me a line.
