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Interview
Customer Problem-Discovery Interview
A practitioner selects people from a target audience and conducts structured conversations with them, focusing on their past experiences to uncover whether they face a specific problem, how they currently address it, and what would motivate them to switch solutions.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Low – Medium
Fidelity level
Talk Only
Stage
Discovery
Hypothesis type
Desirability
Goal type
Find product-market fit, Deepen product-market fit, Validate go-to-market strategy, Maximize societal impact, Drive corporate innovation / R&D, Improve operational efficiency
Randomization
N/A
Study design
Individual case report
Minimum units needed
5
1Best Fit When
Best when you need to rigorously confirm a specific problem is real, grounded in real past experiences rather than hypothetical answers.