1. Define what you need to learn
Choose one assumption and the customer segment most affected by it. Recruit participants who recently faced the situation. Record consent and use participant aliases.
2. Ask about the last real occasion
“Tell me about the last time this happened.” Follow with: What triggered it? What did you do? What did that cost in time or money? What did you try before? Avoid asking whether they like your idea.
3. Separate quotes from interpretation
Keep direct quotes, observed behavior, and your interpretation in separate notes. Interest is not payment intent. Three interviews suggest patterns; they do not establish market prevalence.
4. Close the evidence loop
Summarize what changed your understanding. Attach the interview to its assumption. Identify contradictory evidence and write the next research question.
A working interview outline
Allow time for context, the last real incident, the current workaround, consequences, and a closing clarification. Ask permission before recording. Use follow-up questions such as ‘What happened next?’ or ‘Can you show me how you did that?’ rather than presenting the answer you hope to hear.
Notes you can actually use
| Field | What to record |
|---|---|
| Participant | Alias, relevant segment, and recruitment criteria |
| Context | Date, recent situation, and consent note |
| Observation | Direct quote or observed action, separated from interpretation |
| Implication | The assumption supported or challenged |
| Next step | Unanswered question, owner, and planned follow-up |
Before closing the interview record, check that no unnecessary personal identifiers are included. Link it to the assumption it informs, then design an experiment if you need stronger behavioral evidence.
Put this into practice
Keep your evidence, decisions, and next actions together in your venture workspace.
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