What are customer interviews?

Customer interviews are an important tool in continuous discovery, allowing teams to learn directly from users about their goals, challenges, and needs. These conversations help product teams move beyond assumptions by getting real insights from their audience.

The main purpose of customer interviews is to uncover opportunities — things like unmet needs, pain points, or desires —that can guide product improvements. Instead of guessing what will work, teams use these interviews to find out what matters most to users.

In continuous discovery, these interviews are ongoing, helping teams stay aligned with user needs as they evolve.