Speaking with customers from a very early stage of a new product definition is an extremely powerful, informative and cheap tool to validate assumptions on customer segments and their problems. Customer discovery interviews will also equip you with insights to define a Unique Value Proposition for a product for which there is an actual market need.
However, it is crucially important to avoid spending precious time without getting to know the truth from customers. The biggest risk is to collect either false positives (what a great idea) or false negatives (this is never going to work).
We have seen already a few tips on how to run successful customer interviews (read here).
It’s now time to understand how to conduct the actual interviews, which are the questions to avoid and which are the best ones to use.