How can we tell if our customer discovery interviews give useful insights?

[Emma92]

I’m trying to figure out if our customer discovery interviews are actually giving us useful data or just telling us what we want to hear. We’ve talked to about twenty people who fit our ideal profile, and they all say the problem is painful and they’d use a solution, but I’m worried we’re leading them with our questions.

[Elizabeth2]

I’ve done twenty interviews and the notes all circle back to the same thing the problem is painful and they’d use something, but I don’t feel like we surfaced real decision points or concrete adoption stories.

[IsabellaT]

I tried pushing for specifics on a recent task but even then it sounded like a hypothetical scenario, a lot of it felt like the right answer because it sounded convincing.

[Larry.C]

We ran a tiny experiment after the interviews a mock landing page with pricing and a call to action and the responses were quieter than the interviews which surprised me.

[Charles94]

Maybe the real barrier isn’t the pain but timing budget or internal politics and our interviews aren’t catching that.

[Abigail.A]

Could the real issue be that the problem isn’t the pain itself but how we frame the value or who counts as a buyer?