Conducting User Interviews

Scope

Covers

• Planning an interview study that supports a specific product decision
• Recruiting the right participants (including early adopters when appropriate)
• Running interviews that capture specific stories and behaviors (not opinions)
• Synthesizing interviews into actionable insights, opportunities, and next steps
• Creating a lightweight “customer panel” habit for fast follow-ups

When to use

• “Create a discussion guide for discovery interviews.”
• “Recruit and run 8 user interviews about onboarding / activation.”
• “We need to understand why users switched (or churned) — run switch interviews.”
• “Help me synthesize interviews into insights + opportunities.”
• “I’m a PM and need to run customer conversations next week.”

When NOT to use