A non-exhaustive guide based on having conducted 100+ B2B Customer Interviews
To develop a new product or a feature, product managers need to ensure that they are doing the right thing before submitting the epic or a user story to JIRA. In addition, because development is expensive and time-consuming, PMs don’t want their team to work on something that no one will use at the end of the day.
One way to overcome this concern is to research the problem, target audience, and possible solutions before the actual development. This research phase is called product discovery. During this phase product managers use qualitative methods such as customer interviews to discover why, how, and what people do to solve their pains or get what they want. These interviews are sometimes called Customer Development interviews.
This is a short summary of the experience gained after having conducted more than 100 customer interviews.