Mastering Customer Research: 5 Costly Errors (and How to Avoid Them!)
If you’ve ever conducted customer interviews, you’ve likely encountered some tricky moments. I know you have! But the truth is, how we approach these conversations can make or break our insights. Here are five common mistakes people (my past self included) make when interviewing buyers — and how to avoid them. 🚀
1. Asking People What They Want
Let’s get this straight: Customers are experts in their problems, not the solutions.
As Steve Jobs said, “It’s not the customer’s job to know what they want.” Instead of directly asking, “What do you want?” focus on understanding:
What they do today
Where they struggle
🔑 Pro tip: Work backward from their challenges to uncover a meaningful solution.
2. Asking About Future Behavior
We humans are notoriously bad at predicting our own actions. 😅 Asking questions like:
“Would you use this?”
“How much would you pay?”
Might seem logical, but these answers often mislead you. Instead, explore what they’ve done recently:
What did they buy?
How did they decide?
What alternatives did they consider?
🕵️ The past is the best predictor of future behavior.
3. Relying Too Much on Opinions
Opinions are like confetti at a party — fun, colorful, but they can make a mess if you rely on them too much. 🎉
People love sharing their thoughts, but actions speak louder than words. While opinions can offer insights, remember:
Opinions ≠ actions
Always validate opinions with actual behavior
Take every “I think” with a grain of salt. 🧂
4. Talking to the Wrong People
This one’s a biggie. Just because someone fits your Ideal Customer Profile (ICP) doesn’t mean they have the answers you need. If they aren’t actual buyers, their input might steer you in the wrong direction. 🚫
👥 Who should you talk to?
People who have already bought from you
People who’ve bought from a competitor
People who are actively in the buying journey
5. Talking to People at the Wrong Time
Timing is everything. ⏰ The most valuable insights come from talking to people at the right moment:
Those who recently made a purchase
Buyers actively exploring options
Customers who are on the brink of a decision
Focus on those who are in the thick of the buying process — they’re the ones with fresh, actionable insights. 💡
Final Thoughts
Customer interviews are an incredible tool for uncovering insights that can shape your product or service. But avoiding these five pitfalls can be the difference between good insights and great ones.
“Whoever gets closer to the customer wins.”
So, let’s step out there and foster meaningful conversations with the people who matter most — our customers. 🌟
🔔 Follow for More: Don't miss out on future articles packed with practical tips and inspiring ideas.
Visit my website Kamaleonte Marketing.
Subscribe to my newsletter AI Sapiens.
Stay informed, stay adaptable, and keep thriving!