Customer interviews are a qualitative research method used to gather in-depth insights directly from users or potential users. These interviews aim to understand customer needs, preferences, behaviors, and pain points. By engaging in open-ended conversations, businesses can validate assumptions, uncover unmet needs, and gather valuable feedback to inform product development, marketing strategies, and overall business decisions.

Netflix example

Objective: Understand user preferences for content and improve user experience.

Interview Scenario:

Interviewer: Thank you for joining us today. We’re eager to learn about your experience with Netflix, especially regarding the types of content you enjoy.

Interviewee: Sure, happy to help!

Interviewer: Can you tell us about the last few shows or movies you watched on Netflix and what drew you to them?

Interviewee: I recently watched a lot of crime documentaries. I find them intriguing because they’re both educational and entertaining.

Interviewer: What features do you use most when browsing for new content?

Interviewee: I often use the "Top Picks for You" section and the search function to find specific genres.

Interviewer: Is there anything you wish was different or improved in your Netflix experience?

Interviewee: Sometimes I wish there were more personalized recommendations based on my recent viewing history.

Outcome: Insights could lead to enhanced recommendation algorithms and more personalized content suggestions.

Shopify example

Objective: Improve the onboarding experience for new store owners and enhance platform features.

Interview Scenario:

Interviewer: Thanks for taking the time to speak with us. We’d love to hear about your experience setting up your Shopify store.

Interviewee: No problem! I’m excited to share my thoughts.

Interviewer: What was the most challenging part of setting up your store?

Interviewee: Figuring out the payment gateway options was a bit confusing at first.

Interviewer: Which features do you find most helpful for managing your business?

Interviewee: The inventory management tools are great. They help me keep track of stock levels easily.

Interviewer: How can we improve your experience with Shopify?

Interviewee: It would be helpful to have more tutorials or guides for beginners, especially around marketing tools.

Outcome: Feedback could inform the development of more beginner-friendly resources and enhanced support for payment setup.

Spotify example

Objective: Enhance music discovery and playlist creation features.

Interview Scenario:

Interviewer: We appreciate you joining us today. We’re interested in learning about how you use Spotify, particularly for discovering new music.

Interviewee: Happy to be here! I love discovering new music.

Interviewer: What inspires you to create a new playlist?

Interviewee: I usually create playlists for different moods or activities, like working out or relaxing.

Interviewer: How do you typically discover new music on Spotify?

Interviewee: I use the Discover Weekly playlist a lot, and sometimes I explore the curated playlists.

Interviewer: Are there any features you’d like to see added or improved?

Interviewee: It would be great to have more collaborative playlist options with friends.

Outcome: Insights could lead to enhanced collaborative features and improved music discovery tools.