It matters what you ask

The questions you ask during customer interviews are crucial because they determine the quality and reliability of the feedback you gather. Humans are often influenced by cognitive biases, which can distort responses if questions aren't framed carefully. For example, when people are asked about their general habits or future aspirations, they tend to give idealized responses rather than reflecting what they actually do in real-life situations. This can lead to inaccurate insights that don't truly capture user behavior.

To avoid this, it's essential to ask for specific stories about past behavior. Rather than asking a broad question like, "How do you usually plan your day?" ask something more concrete, such as, "Tell me about the last time you set your work goals for the day." This prompts users to recall actual events and actions, providing more accurate and valuable insights.