How to Conduct User Interviews

Most companies build products nobody wants because they skip customer discovery. User interviews are the cure. Here's how to do them right.

Never ask "Would you buy X?" People lie to be nice. Instead, ask about past behavior: "Tell me about the last time you experienced [problem]." Then dig deeper: "What did you do to solve it?"

Recruit 5�10 target users. Offer $50�100 gift cards for their time (it's cheap compared to building the wrong thing). Record sessions (with permission) and look for patterns.

After interviews, write problem statements: "We observed that [persona] struggles with [problem] when trying to [goal]." Then design a solution. You'll be amazed how much you learn in 5 conversations.