What a good customer interview sounds like

The best research questions sound almost too simple.

Good interviews feel like conversations. You ask about the last time something happened, not what someone would do in theory, and then you stay quiet a little longer than is comfortable.

Ask about the past

People are unreliable about the future and excellent about what they did last Tuesday.

Follow the detail

When someone says a process was annoying, ask what they did next. The workaround is the finding.