{"id":139543,"date":"2025-01-07T23:48:26","date_gmt":"2025-01-08T03:48:26","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=139543"},"modified":"2025-01-14T15:02:20","modified_gmt":"2025-01-14T19:02:20","slug":"teresa-torres-customer-interviews","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/teresa-torres-customer-interviews\/","title":{"rendered":"Teresa Torres: Customer Interviews Should Be Story-Based"},"content":{"rendered":"\n

Why do customers struggle to accurately describe their own behavior? What’s the most effective way to conduct customer interviews<\/a>?<\/p>\n\n\n\n

Teresa Torres’s customer interview<\/a> methodology, detailed in her book Continuous Discovery Habits<\/em>, offers a practical approach to understanding customer needs<\/a>. Her story-based interviewing technique helps product teams gather authentic insights by focusing on specific experiences rather than general feedback.<\/p>\n\n\n\n

Keep reading to learn how Torres’s approach to customer interviews can transform your product discovery<\/a> process and lead to better outcomes for your business.<\/p>\n\n\n\n\n\n\n\n

Teresa Torres on Customer Interviews<\/h2>\n\n\n\n

According to Teresa Torres, customer interviews are an integral part of the continual product discovery process<\/a>. She explains that, without discovery practices, companies will be unable to keep up with customer needs and desires. Therefore, to maintain a practice of ongoing discovery, companies should interview customers no less than once a week<\/strong>. <\/p>\n\n\n\n

However, a challenge with customer interviews is that customers usually aren\u2019t very good at describing their own behavior. Their thinking is constrained by cognitive biases<\/a> and a lack of understanding of what could be different. For example, a customer might say they base their decisions about which laptop to buy based on how much memory it has, but in reality, the computer\u2019s appearance may have a greater impact on their purchasing habits<\/a>.<\/p>\n\n\n\n

(Shortform note: In Predictably Irrational<\/em><\/a>, Dan Ariely expands on the idea that customers aren\u2019t very good at describing their own behavior. He argues that we have two selves that drive our decisions<\/a>: one that\u2019s in a \u201ccool state\u201d that can make decisions rationally, and another that\u2019s in an emotionally aroused<\/a> state, which leads us to make less rational decisions. When we\u2019re in a cool state, we\u2019re generally unable to predict how we\u2019ll feel in a future emotionally aroused state\u2014like the emotionally aroused state we\u2019re in when we shop<\/a>. Checking in frequently\u2014or weekly, as Torres recommends\u2014with customers can help bridge that gap between decision-making<\/a> states.)<\/p>\n\n\n\n

Story-Based Interviewing<\/h3>\n\n\n\n

Because of the difficulties customers have in describing their behavior, Torres advocates story-based interviewing rather than asking direct questions about behavior. This involves asking customers to share specific, recent experiences rather than general observations<\/strong>. For example, instead of asking them what features they look for in a new laptop, ask them to describe the last time they bought a new laptop. As they describe it, dig into their story further with timeline-based questions, such as prompting them to start at the beginning, then asking what happened next, and so on. <\/p>\n\n\n\n

Once you\u2019ve gathered all this information, have your three-person product development team<\/a> reflect on it and draw conclusions about customer needs and wants<\/a>. From there, determine what problems you want to address and what end goal you want to achieve. This will lead you to your next step: brainstorming<\/a> solutions.<\/p>\n\n\n\n

The Drawbacks of Story-Based Interviewing<\/strong>

While story-based interviewing can help you get a clearer picture of a customer\u2019s experience, it may still be subject to biases or errors. People may demonstrate memory biases or distortions<\/a>\u2014the recency bias can cause customers to primarily remember experiences that happened more recently, for example. The choice-supportive bias might lead them to overemphasize aspects of their experience that were the result of choices they made rather than aspects that happened to them without their choosing. Episodic memory (the memory of experiences we\u2019ve had) is also especially prone to distortion<\/a>, meaning that customers\u2019 recalling of events may not always be accurate.

You may find it beneficial to devise other means of gathering information<\/a> on customer needs and wants to inform your product development. For example, some experts recommend gathering feedback from customers immediately after providing them with a service<\/a>, which could prevent the memory distortions<\/a> that happen over time from affecting their input. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Exercise<\/h3>\n\n\n\n

Following Torres\u2019s story-based interviewing approach, write three specific questions you could ask customers to learn about their experiences using your product or a similar one. Remember to focus on recent, specific experiences rather than general observations.<\/p>\n","protected":false},"excerpt":{"rendered":"

Why do customers struggle to accurately describe their own behavior? What’s the most effective way to conduct customer interviews? Teresa Torres’s customer interview methodology, detailed in her book Continuous Discovery Habits, offers a practical approach to understanding customer needs. Her story-based interviewing technique helps product teams gather authentic insights by focusing on specific experiences rather than general feedback. Keep reading to learn how Torres’s approach to customer interviews can transform your product discovery process and lead to better outcomes for your business.<\/p>\n","protected":false},"author":9,"featured_media":139548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[1719],"class_list":["post-139543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-continuous-discovery-habits","","tg-column-two"],"yoast_head":"\nTeresa Torres: Customer Interviews Should Be Story-Based - Shortform Books<\/title>\n<meta name=\"description\" content=\"Teresa Torres says you should interview customers at least once a week, and specific experiences trump general observations. 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