How to Run User Interviews

Product Managers can't build great products based on assumptions alone. User interviews are the fastest way to get inside your users' heads and understand the "why" behind their actions. Analytics can tell you *what* users are doing, but interviews tell you *why* they are doing it. These conversations can reveal unmet needs, uncover frustrating pain points in their current workflow, and validate (or invalidate) your product ideas before you invest in building them. Running effective interviews is a superpower for PMs, enabling them to build a deep sense of empathy and become the true "voice of the customer" within their organization.

Step-by-Step Process:

1. Define Your Learning Goals: Before you talk to anyone, know what you want to learn. Are you trying to understand a problem space? Are you testing a specific concept? Write down 3-5 key questions you need to answer. This will keep your interview focused.
2. Recruit the Right Participants: Don't just talk to anyone. Recruit people who fit your target user profile. Use screener surveys to filter for the right participants. Aim for 5-8 interviews for a specific topic; this is usually enough to start seeing patterns.
3. Create an Interview Guide: Don't write a rigid script, but do prepare a guide with open-ended questions. Start with broad questions about their life and work to build rapport, then narrow in on the specific topic. Key tip: Ask about past behavior, not future predictions. Instead of "Would you use this feature?", ask "Tell me about the last time you tried to solve this problem."
4. Conduct the Interview:
   • Build Rapport: Start with a warm welcome. Explain the purpose of the interview and that there are no right or wrong answers.
   • Ask Open-Ended Questions: Avoid "yes/no" questions. Use prompts like "Tell me more about that," "Why was that important?", and "Walk me through your process."
   • Listen More, Talk Less: Your goal is to listen, not to pitch your solution. Embrace awkward silences; users will often fill them with valuable information.
   • Watch for Non-Verbal Cues: Pay attention to body language and tone of voice. These can often be as revealing as their words.
5. Synthesize and Share Your Findings: After the interviews, debrief with your team immediately. Look for patterns, themes, and surprising insights across all the interviews. Create a concise summary of your key learnings, supported by powerful quotes. Share this with your stakeholders to build a shared understanding of the user.

Tools & Recommended Resources:

• UserTesting.com / Respondent.io: Platforms for recruiting interview participants.
• Calendly: For scheduling interviews without endless email back-and-forth.
• Otter.ai / Descript: For recording and automatically transcribing your interviews, which makes synthesis much easier.
• "The Mom Test" by Rob Fitzpatrick: A short, essential book on how to ask questions that get you truthful, useful answers.

Example in Action: "Tell me about the last time..."

You have an idea for a new meal-planning app.

Bad Question (Hypothetical): "Would you use an app that helps you plan your meals?" (Most people will say "yes" to be nice, which is useless information).

Good Question (Based on Past Behavior): "Tell me about the last time you planned your meals for the week. Walk me through your process."

This question forces them to recall a real experience. You will learn what tools they currently use (e.g., pen and paper, a notes app), what their biggest frustrations are (e.g., finding recipes, creating a shopping list), and where the real problems and opportunities lie. This is far more valuable than a simple "yes."