Customer Conversation

We begin by carefully selecting 5–10 target customers who closely match the intended audience for the product or service. The interviews are structured but flexible, allowing for follow-up exploration of unexpected insights. Customers are first asked about their current behaviours, pain points, and existing solutions. Rather than leading them toward our proposition, we focus on understanding how they already solve the problem (or why they don’t). Once we establish context, we introduce the concept, feature, or experience being tested and observe their real-time reactions, questions, and objections. We don’t just record what customers say—we analyse what they don’t say. Do they ask about pricing immediately? Do they struggle to understand the proposition? Are they indifferent or immediately excited? These reactions tell us more than scripted responses ever could. After conducting multiple interviews, we synthesise common themes, looking for patterns in interest, resistance, and value perception. If customers consistently express frustration with an existing process but don’t show enthusiasm for our solution, we know we need to refine the proposition before moving forward.