By Tech Entrepreneur · 14 September 2026 · 2 minute read
Before you begin
Invite people from the intended audience to describe the last time they faced the problem. Ask what they tried, what it cost in effort and what remained unresolved. Avoid presenting your solution too early. Compare the notes across conversations. Look for a repeated problem and a reachable buyer. Do not turn a handful of interviews into a claim about an entire market.
Ask about a recent incident
For a proposed stock-counting tool, ask a shop owner to describe the last stock count. Who helped, which records were used and what happened when quantities disagreed? This provides more useful context than asking whether an app sounds good. Let the person describe their process before introducing yours. Ask permission before recording, and keep notes focused on the business problem rather than unnecessary personal details.
Separate facts from interpretation
In your notes, distinguish what the participant said, what you observed and what you inferred. One frustrated comment may indicate a problem, but it does not establish how often it occurs or whether the buyer will prioritise it. Ask follow-up questions about frequency, existing alternatives and the decision to change. Include examples where the current process works well so the research does not only confirm your preferred story.
Look for a testable pattern
Customer Discovery is useful when it changes what you will test next. Group recurring situations and identify the smallest unresolved assumption. Use MVP Planning to turn that assumption into an observable task. Writing a Startup Product Brief can then explain the user and workflow to a builder. Keep the sample size and limits of your interviews visible whenever you summarise the findings.
Put the notes to work
Prepare a brief with the free planning tool →