Customer interviews

Customer interviews reveal the stories behind the data. These conversations uncover motivations, frustrations, and decision-making processes that quantitative methods miss.

Effective interviews focus on understanding experiences rather than validating assumptions:

• Prepare open-ended questions that encourage storytelling. Ask about specific situations, like "Tell me about the last time you tried to solve this problem."
• Listen for emotional cues and unexpected details. The best insights come from follow-up questions that dig deeper into initial responses.^[1]
• Create a comfortable environment where customers feel heard.
• Record interviews when possible to capture exact words and emotions.
• Take notes on body language and tone. Remember that what customers don't say can be as revealing as what they do say.

These authentic stories become the foundation of meaningful journey maps.