All articlesCustomer Research
Anna WhitfieldMay 27, 2026 · 6 min read
Customer Research Interviews That Actually Change Decisions
Twelve questions, one synthesis format, and the discipline to avoid leading your interviewee.
Anna WhitfieldMay 27, 2026 · 6 min readAsk about the last time, not the general case
People are unreliable narrators of their preferences and reliable narrators of their behaviour. Anchor every question in a specific recent event.
The synthesis format
One row per interview: trigger, alternative considered, decision criteria, blocker, verbatim quote. Patterns appear by interview eight.
Closing the loop
Research that does not end in a changed document was entertainment. Attach every study to a decision before you start.
- #Research
- #Interviews
- #JTBD
Get the next essay by email
Comments
Comments are coming soon. In the meantime, reply to our newsletter or reach us on LinkedIn — instructors read every message.
