Interview your customer advisory board

Interviewing your customer advisory board can be a valuable strategy, especially when your customers are difficult to reach, such as CEOs or doctors, or when your market is small. A customer advisory board typically consists of a select group of loyal customers who are willing to engage more deeply with your product. While companies often use advisory boards for focus groups, you can extend their use by inviting members for one-on-one interviews.

Setting up monthly one-on-one interviews with advisory board members allows for deeper insights into how their needs and context change over time.

One advantage of interviewing the same customers over time is that you can build a detailed understanding of their evolving needs. However, there’s a risk that you may focus too much on a narrow subset of customers. To avoid this, you can pair this method with other recruiting strategies to ensure a wider perspective from the market.