The human element: Pro Tips for Gaining Real Insight from Customer Interviews
In our numbers-driven world, we tend to devalue qualitative insights in favor of quantitative data. In doing so, we risk losing the nuance in our story and the revelations that occur when we elevate the customer voice, literally.
Over my career, I’ve conducted hundreds of individual interviews and below share some pro tips for getting the most out of your next customer conversation.
Before the Interview: The Prep
Know your priorities, not just your questions. Know your discussion guide inside and out, but more importantly, know your objectives. This lets you be flexible and follow the conversation while still guiding it toward the insights you need.
Structure for rapport. Start your guide with "softball" questions to put respondents at ease. Build to the more meaty, detailed topics. This isn't a test; it's a conversation.
Embrace the cumulative experience. If you're doing ongoing qual, your best prep is the last interview. Use insights from past respondents to test hypotheses with new ones. You can refine your analysis in real time.
During the Interview: The Conversation
Nail the intro. Use the introduction to do more than cover logistics. It's your best chance to act as an icebreaker, build rapport, and take any "charge" out of the coming conversation.
Be a human. Empathy is your most powerful tool. Don't be afraid to connect by briefly sharing your own similar experiences. It turns an interview into a discussion.
Follow their lead. The best insights are often off-script. If a respondent opens up, follow them. You can always "shift gears" (and it helps to use language like that!) to get back to your guide.
Lock in. Don't just rely on the recording or transcript. Listen actively. This allows you to draw connections in real time and circle back to things they said 10 minutes prior.
Avoid putting words in their mouth. Keep your questions open-ended. Let them be the expert. (It's okay to repeat things back for clarity, but let them lead the response).
Master the simple probe. The most powerful follow-ups are often the shortest: "That's interesting, tell me more about that."
Be a "clean" recorder. If you plan to use video clips for a presentation, be conscious of not interrupting. This keeps the clips clean, powerful, and focused on the customer's voice.
Watch the clock (respectfully). Respect your respondent's time and keep things moving, but never rush them when they're opening up. It's a delicate balance.
Ask the safety-net question. Always close with: "What did I miss?" or "Is there anything else I should know about your experience?"
After the Interview: The Payoff
Synthesize immediately. Write up your notes, key observations, and "aha" moments immediately after the interview while it's all fresh in your mind.
Highlight the gold. As you write your notes, tag the best moments. This will make finding those perfect video clips 10x easier when it's time to build your report.
Ultimately, these techniques are about more than just data collection. They are about building the trust required to hear the real story. It's this level of care and active listening that turns a simple conversation into a powerful strategic asset.
