How to Run a Successful User Interview

User interviews are the best way to understand your customers. Not surveys—conversations. You learn what they really think, what they really need, and what they'll really pay for. Here's how to run them well.

Prep

**Clear goals** — What do you want to learn? Validate problem? Understand workflow? Test pricing? One focus per interview.

**5–8 questions** — Enough to go deep. Not so many you rush. Open-ended. "Tell me about..." "How do you...?" "What happens when...?"

**Avoid leading** — "Don't you think X is a problem?" No. "What's frustrating about X?" Yes. Let them lead.

Recruit

**Target users** — People who match your ideal customer. Use screening questions.

**Incentive** — $25–50 gift card. Or: free access, early access. Respect their time.

**5–10 interviews per segment** — Enough to see patterns. One interview = anecdote. Ten = data.

During the Interview

**Listen more than talk** — 80% them, 20% you. Your job is to listen.

**Follow up** — "Tell me more." "Why?" "Can you give an example?" Go deeper.

**Observe** — Body language. Tone. What they don't say. Notice.

**Record (with permission)** — So you can focus. Transcribe later. Always ask first.

After

**Transcribe** — Read through. Highlight quotes. Tag themes.

**Tag themes** — What patterns? What do multiple people say? Themes matter more than single quotes.

**Synthesize** — Summary. Key insights. Implications for product and positioning.

**Share with team** — Raw material for decisions. Don't hoard insights.

Don't

**Sell** — You're learning, not selling. Don't pitch. Don't defend.

**Defend** — If they criticize, listen. Don't explain why they're wrong.

**Ask yes/no** — "Do you like X?" Useless. "What do you like about X?" Better.

**Rush** — Give them time. Silence is okay. Let them think.

**Good interviews = raw material** — For product, positioning, messaging. Use them.

**Next Steps**: Use [Luxara](/app) to find your niche. Interviews validate your direction.

Turn this guide into an execution plan

Use Luxara to compare directions, estimate costs, and export a practical roadmap.