If you don't have existing contacts that you can use, or need more customers to interview, don't be discouraged. (You should avoid interviewing friends and family, because they will tell you what you want to hear not what you need to hear.) This assumes that your contacts are knowledgeable about the interview topic and can give you reasonably unbiased feedback. Well if you have a list of contacts, say existing customers or an online following, you have a good starting point. So how do you find potential customers to interview? Remember, this isn't a sales call, it’s a way to gather research, so that isn't a problem. Some people get hung up on the fact that they don't have a product to offer. The key is to find people who you can reasonably expect to become customers when you start selling products. But it really isn't that hard once you've done it a few times. Other than the fear of hearing bad news, finding potential customers to interview is probably the hardest part of this process. So how many interviews will it take until you are “rarely surprised”? Well that's like asking how you know when you're in love - when you know, you know (which is another way of saying that every case in unique and can’t be predicted). But when you have conducted so many interviews you can almost predict their answers, you have probably completed enough interviews. Of course, customers can surprise you even after a thousand interviews. I recommend that you keep interviewing customers until you are rarely surprised by their answers. I've formatted it to make it more readable. This is how you find million dollar ideas by talking to your customers. I know we've talked about this before and some people have went slightly in detail, but not to this extent. After reading this on Reddit, I thought I'd share it here.
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