Hello, innovators! You’re back with "The Glass Shoe", where we lace up our startup boots with strategy and insight. I’m Ashley, and today, we're diving into the nuts and bolts of conducting a stellar customer interview. So if you've ever wondered about the secret sauce to a revealing conversation, you're in the right spot. Let’s talk about setting up, diving in, and extracting those golden nuggets of customer truth.
Interviews can be a whirlwind of words and wisdom. Without the right tools to catch the details, valuable insights might just slip through. That's where Excel, Google Sheets, or any other spreadsheet software, becomes your best friend. It's not just about taking notes; it's about creating a repository that transforms those notes into patterns, trends, and action points.
First up, structure your spreadsheet before the interview. Each tab should be dedicated to a different customer segment. Within each tab, create columns for key information: date, interviewee details, each question or subset of questions, and key takeaways. Make sure the columns for the questions are wide enough for long responses. This pre-interview setup helps you track responses in real-time and makes data analysis easier later.
If you love to be super organized, you can even categorize responses. Create a system—use different text colors or flags for positive feedback, concerns, suggestions, and unique insights. Trust me, this does make cross-comparison a breeze when you’re looking back on a lot of interviews.
Let's talk about tracking those non-verbal cues—surprise, delight, frustration. Depending on what you’re trying to get out of the interview, you could create a separate column for these observations. Noting that a response was accompanied by a certain emotion can be incredibly revealing when interpreting data later.
While it’s ideal to have one person dedicated to writing down all the details during the interview and another person asking the questions, that’s not always possible. If it’s just you, record the interview and write your notes while watching the recording. If the interviewee won’t let you record, then you can take quick shorthand notes during the meeting, making sure to capture any good quotes. Then, immediately write as much info as possible in the spreadsheet as soon as the interview ends.
Every customer interview is a narrative in waiting, a chance to hear the story your data can’t tell you. Setting the stage is crucial—it’s where rapport is built and valuable insights are born. So how do we lay the groundwork for success? It starts with research and ends with respect.
Know who you’re talking to. Dive into any data you have on them, understand their background, and tailor your approach. This isn't just homework; it’s how you show your interviewee they matter. It's how trust is formed even before the first hello.
Now, the venue—whether it's a quiet café corner, a serene office space, or a digital room on Zoom, ensure it's a space where dialogue flows freely. Comfort and privacy set the scene for honesty and openness.
Onto the main act—conducting the interview. There’s a delicate balance between structure and flexibility. You have your guide, your questions, but the real skill lies in reading the room. It’s about listening with intent, not just to respond, but to understand and dig deeper.
Building rapport isn’t just small talk; it’s strategic engagement. Start with questions that ease them in, then transition smoothly to more substantial ones. Remember, it’s a conversation, not an interrogation.
The “right” questions are the ones that invite stories, that challenge the interviewee to think and reflect. “What frustrates you about X?” can open a door, but “Tell me about a time when X was frustrating”, flings that door wide open.
Watch for non-verbal cues—enthusiasm, hesitation, body language. They often speak louder than words, hinting at where the true passions or pain points lie.
When the interview is in full swing, look for patterns or inconsistencies. These are your signposts. They highlight where to probe further, to challenge, or to clarify.
As we near the end, always provide space for them to add anything else—sometimes the most valuable insight is the one you didn’t see coming.
After the interview, it's not over. You don’t want to wait until later and end up forgetting important and nuanced details, so it’s important to sync with your partner notetaker immediately. I will literally schedule 5-10 to sync up at the end of each interview. You make have additional key info, perhaps a different perspective or interpretation that you want to add to the notes. Then, you can also discuss key takeaways that you both got out of the experience and fill out that respective column together while it’s fresh in your mind.
After finishing your interview cycle, the processing and analysis begins. Review your notes, the recording, analyze the data. Use Excel’s filtering features to sort responses by sentiment or by anything that helps you detect patterns. This is where the raw material of conversation is refined into actionable strategy.
Don't forget, Excel isn’t just for numbers. It's a tool for storytelling. You can even find a way to use charts and graphs to bring the story of your data to life. Remember, this visual aid isn’t just for you; it can be critical when sharing insights with your team or investors.
And so, my fellow entrepreneurs, armed with these strategies, you’re ready to uncover the heart of your customer’s experience. To forge not just products, but experiences that resonate, inspire, and fit perfectly into the lives of those they serve.
If this guide lights a spark for you, let it turn into a flame. Hit “like”, tap “subscribe”, and ignite the conversation in the comments below with your thoughts or questions. And remember, in the next episode, we’ll dissect the nuances of customer language, so you can craft a product that speaks volumes.
Until then, keep interviewing, keep learning, and keep searching for that perfect Glass Shoe fit!