4.7 Customer discovery: Finding gold inside your interviews


The following video discusses how to evaluate the data gathered from your interviews. We use this data to assess whether our hypotheses about our customers are correct. As always, the objective here is to reduce risk and increase certainty.

Customer Discovery – From Test to learn


The best interviews are where you discover “it’s different than I thought”.
Suspend your own judgment. Challenge your assumptions. Watch out for confirming your prior beliefs.




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Constable, G., Rimalovski, F., & Fishburne, T. (2014). Talking to Humans: Success starts with understanding your customers. Middletown, DE.: Giff Constable.

Fishbein, M. (2017, September 11). The Ultimate List of Customer Development Questions. Retrieved June 20, 2019, from https://mfishbein.com/the-ultimate-list-of-customer-development-questions.