Using Customer Research to Build Confidence in Product Decisions
One of my business services SaaS clients wanted to confirm a new product idea but needed to know if customers wanted it.
They couldn’t afford to waste time or money on something that might flop.
Sound familiar?
I suggested a simple two-step process:
- Start with customer interviews to understand their needs.
- Follow up with a survey to verify and prioritize the findings.
Here’s how it went.
Step 1: Start with Customer Interviews
We began with 10 customer interviews, talking to a mix of current customers and potential users. I kept the conversations open-ended, asking about their daily work, challenges, and where existing tools fell short.
The goal was to hear, in their words, what wasn’t working and what they wished existed.
Some common themes came up:
- Many users were wasting hours each week on tedious manual tasks.
- Others struggled with tools that didn’t integrate, which slowed their workflow.
The original product idea had promise but needed adjustments to tackle these core problems. These interviews gave us clarity on what mattered most to customers.
Step 2: Verifying with a Survey
With the interview insights in hand, we designed a short survey to test if these issues were widespread.
The survey included scaling questions like:
- “How much time do you spend on [specific task] each week?”
- “How important would automating this task be for you?”
We also asked respondents to rank potential features by importance. The survey was sent to 500 people, and within two weeks, we had actionable data.
What We Learned and Why It Mattered
The survey results validated what we heard in the interviews:
- 73% of respondents said in-app integration was a top priority.
- Over 60% rated a specific reporting automation as a “must-have.”
These insights helped the product team focus on solving the most significant problems. Just as importantly, they avoided wasting resources on issues that only mattered to a small group.
Why It Worked
The combination of interviews and surveys worked because it balanced depth and scale. The interviews uncovered what mattered most, and the survey confirmed those insights with hard data.
Together, they gave the team confidence to move forward with a refined product that customers were excited to pay for.
The next step? Getting validation through actual purchases. And yes, the product was validated.
Key Takeaway: Talk to Customers Before You Build
If you’re unsure about your idea, start with 5-10 interviews. They’ll help you uncover the real problems your customers face. From there, a simple survey can verify and prioritize those insights.
It’s a proven way to avoid expensive mistakes and build something your customers will love. It worked for my client, and it can work for you.
Good luck, take care, and have an amazing rest of your day.