User interviews

User interviews ask people why they did what they did. Priceless qualitative input.

Who to interview

• New customers (what convinced you?)
• Non-converters (what stopped you?)
• Long-term users (what keeps you?)

Question patterns

• Walk me through your signup process
• What made you hesitate?
• What almost made you not complete?
• What else were you considering?

Volume

5-10 interviews per segment. Patterns emerge at 5-7 for most topics.

Output

Qualitative insights that generate hypotheses for testing.