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Glossary · Discovery

Customer Interview

A customer interview is a semi-structured, open-ended conversation used to understand a user's context, problems, and current workarounds. The goal is to capture verbatim language and observed behavior — not to pitch or ask people to predict what they'd buy. Interviews continue to saturation, the point where new conversations stop revealing new insight.

Related terms
Product Discovery
The continuous work of deciding what to build by validating problems with real evidence before committing to a solution.
Jobs to be Done (JTBD)
A lens that frames a product as the 'job' a customer hires it to do, focusing on outcomes over features.
Empathy Map
A simple canvas capturing what a user thinks, feels, says, and does.
Persona
A composite, evidence-based profile of a target user segment.
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