How to Run User Interviews That Don't Suck
5 min read
Discovery Research
User interviews are the foundation of product discovery. But most PMs ask terrible questions. Here’s how to do better.
The Golden Rule
Never ask “Would you use this feature?” People lie. Not intentionally, but they’re terrible at predicting their own behavior.
Better Questions to Ask
Past Behavior
- “Tell me about the last time you…”
- “Walk me through how you currently…”
Current Pain Points
- “What’s frustrating about your current process?”
- “Where do you get stuck?”
Specific Examples
- “Can you show me what that looks like?”
- “What happened next?”
The Follow-Up is Everything
The magic happens in the follow-ups. Keep asking “why” until you understand the root cause.
Odyslav Bozhenko
Senior Product Manager at Vend Marketplaces, Mobility Pro. Writing about discovery, strategy, and the craft of shipping great products.
Learn more →