Customer interviews — a proven framework to get you out of the building

May 27 2020, 18:00 CET (17:00 UK)
May 27 2020, 18:00 CET (17:00 UK)
Past event:
May 27 2020, 18:00 CET (17:00 UK)
Past event:
May 27 2020, 18:00 CET (17:00 UK)

Customer interviews are a lot like flossing. Everyone knows they should do them, but few do it as often as they should. This webinar will provide a framework that will help you kick-start or improve your customer discovery process. Sara Stojanovski will share best practices on conducting and analysing customer interviews based on experience in discovery with several dozens of customers in both B2B and B2C buying behaviour.

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Customer interviews — a proven framework to get you out of the building

Before you are able to build the right product for your customers, you first need to understand the right problem. The first step to achieve this to write down the assumptions about your customers and their problems, usually following a Lean canvas / Business Ideation Canvas. The second step is where the famous 'get out of the building' advice needs to be applied. Before jumping into product development you need start talking to customers to validate your assumptions, preferably with qualitative research. These early customer interviews or problem interviews are crucial for the success of your product/feature, as they provide meaningful insight, determine problem-solution fit and allow you to make informed and timely product decisions.

d.labs's extensive experience working with early-stage startups has led us to develop a simple framework for customer discovery that has helped many founders incorporate customer research from the business model onward. The methods and useful tips for talking to customers presented in this webinar are simple, flexible and appropriate for anyone —  whether you’re a startup founder, part of a product team, product marketer, innovation executive or just want to learn more about customer research, this webinar will provide you with proven techniques on conducting efficient user interviews.

Key learnings

  • Why you should do early customer interviews and keep doing it after you launch.
  • How to get started and prepare well for customer interviews.
  • How to conduct interviews - remotely or in person.
  • How to ask the right questions to maximise learning and avoid biases.
  • How to analyse your results and use these learnings.

Have any questions?

The webinar will take 45 minutes, followed by a 15 min Q&A session. If you have any specific questions or topics that you would Sara to address in the webinar, feel free to connect with her on LinkedIn prior to the webinar.

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About the speaker

Sara is a product manager with extensive experience in product discovery and in leading engineering and design teams for complex products. In spite of her introverted nature, Sara evangelises the importance of doing customer interviews as the most effective way to do customer and product validation, insofar she is willing to fly to another country to talk to customers, as she describes in her article: How being an introvert can help you with customer interviews.

Sara Stojanovski

Senior Product manager at d.labs