Last night’s U.S. vice presidential debate left many viewers unsatisfied, with opinions split largely along partisan lines. As I watched, I kept attuned to the pivotal role of the moderator — and how asking the right questions can make all the difference.

This got me thinking about a critical skill in product development: the art of customer interviews.

Just as a skilled debate moderator can uncover meaningful insights, savvy product developers use well-crafted questions to reveal true customer needs. Here’s how to master this art:

1. Start Open-Ended: Begin with broad questions that allow customers to express their thoughts freely. “What challenges do you face in your daily workflow?” often reveals more than “Do you like feature X?”
2. Avoid Leading Questions: Don’t push your own assumptions. Instead of “Wouldn’t you love a faster widget?”, ask “How do you feel about the current speed of your workflow?”
3. Probe Deeper: Use follow-up questions to uncover the ‘why’ behind initial responses. “That’s interesting, can you tell me more about that?”
4. Embrace Silence: After a customer answers, wait a beat. People often fill silence with valuable additional thoughts.
5. Focus on Behaviors, Not Hypotheticals: Ask about past experiences rather than future intentions. “How did you solve this problem last time?” is more revealing than “Would you use a product that does X?”
6. Listen More, Talk Less: Aim for an 80/20 ratio – 80% listening, 20% talking.

Real-world example: A startup I advised was considering adding a complex feature to their app. Through careful customer interviews, they discovered users actually wanted a simpler solution, saving months of unnecessary development.

In “I Need That,” we discuss how understanding true customer needs is crucial for creating products people genuinely want. Mastering the art of customer interviews is key to uncovering these needs.

Your challenge: Before your next customer interaction, prepare three open-ended questions designed to reveal deeper insights. Share your best question below!

Here’s to asking the right questions and building products people truly need,

Laurier

P.S. Have you ever had an “aha” moment during a customer interview? I’d love to hear about it!