How-To: Customer Interviewing to Create Successful Products

Step-by-step guide to discover Game-Changing Insights to Build Products, Services and Brands that People Love and Need
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  • Lectures 41
  • Length 2.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 5/2015 English

Course Description

Building a successful new product and brand is an incredible experience. Startups all over the world are tackling new opportunities, 100-year-old corporations are investing millions in the next big thing...yet time and time again, talented people build products that never succeed.

"I've seen so many startups struggle and build something that no one wants wasting precious time and resources. I'm going to force entrepreneurs to take this course so that they end up building something the customer needs the first time around!" - John Peterson

At the core of all successful products and marketing is knowing who your customers are, what they need, and why they need it. And you won't get the answers to these make-or-break questions by having a bunch of meetings within your company — you get them from talking to your customers!

In fact, two hours of customer interviews can literally save you 6 months of building the wrong thing.

You learn who your customers are, what they need, and why they need it. You learn what to build, and what not to build. You're marry your vision with customer understanding to hit the sweet spot.

People know this, but few actually do interviews

  • Where do I find people to talk to?
  • What do I ask them?
  • Can't I just send around a survey?
  • How do I not bias or lead them?
  • How do I turn these interviews into tactical takeaways?
  • How do I get my boss or colleagues to buy in?

We created this course specifically to answer those questions. I've worked with and trained hundreds of product teams from venture backed startups, to accelerators such as TechStars, to corporate innovation labs and product teams.

Knowing how to effectively interview potential customers is key, and if you work with products or want to enable product success, I'd like to cordially invite you to take a straight and to-the-point dive into Customer Interviewing for New Product/Brand Success. See you in the course!

P.S. Here's what past students have had to say:

"This tactical approach to validating demand for a new product/service is arguably the best resource I've come across when it comes to refining my practice of "lean startup" principles." - Rob Caucci

"I've worked with many startup teams and using the interviewing methods outlined in this course, we've been able to make decisions on how to move forward with our product based on actual evidence versus our assumptions." - Andrea Luxenberg

"I've attended Sam's workshops in NYC, and this course captures his exact style: direct, informative, actionable. I love having all this content at my fingertips now." - Steve Dean

What are the requirements?

  • A will to create a product and brand that people love

What am I going to get from this course?

  • Find and interview customers to unlock key product and brand insights
  • Avoid the prevalent traps that lead to new products failing
  • Make critical decisions about product features, user experience, positioning/branding and marketing strategies
  • Know how to effectively position your product so it resonates with customers in a way that drives conversion
  • Identify what features are nice-to-haves vs. must-haves
  • Understand what it takes to run an effective interviews
  • Marry vision with customer understanding to build products people love

Who is the target audience?

  • Product Managers
  • Startup Founders
  • UX Designers & Researchers
  • Marketers
  • Accelerators/Incubators/Entrepreneurship Teachers

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction
Who I am
Course Overview
How to Get the Most Out of This Course
Section 2: Startup Traps
Can vs Should Trap
Build Trap
Everybody Trap
Being Human Trap
QUICK ANNOUNCEMENT: Getting the most out of the course and helping me help you
Section 3: Building a Business not a Startup
Be The Maserati
Defense vs Offense
Lean Startup Defined
Number One Priority
Section 4: Stages of Customer Validation
Four Stages Overview
Problem/Market Fit
Solution/Market Fit
Concierge case study
Product/Market Fit
Now You're a Business
Section 5: Data vs Vision
Henry Ford was right
The Sweet Spot
Christopher Columbus Story
Swiffer & Uber Case Studies
Section 6: Exercise 1: Customer Persona
What makes up a customer
Businesses with multiple customer segments
Section 7: Exercise 2: Customer Journey Mapping
Section 8: Exercise 3: Identifying Assumptions & Creating Learning Objectives
Functional & Emotional Assumptions Exercise
Value Proposition Map
1 page
Section 9: What Makes Interview Questions Great
Most important things to keep in mind
Question Analysis & Breakdown Exercise
Section 10: Exercise 4: Question Creation
Section 11: Best Method for Running Effective Interviews
First Minute
Other things to be aware of
Section 12: Best Tools for Collecting & Analyzing Data
Where do they stay?
Section 13: Finding Interviewees
How do you find anyone’s email address
How do you frame the ask
Starting a conversation offline
When is enough interviews & statistical significance
Section 14: Once You’ve Done the Interviews AND BEYOND
Using the data to inform decisions & more

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Instructor Biography

Sam Hysell, 24 Year Old Entrepreneur and World Traveler

Sam Hysell graduated college a year ago, and has already been able to create his own business where he's able to do what he loves and travel the world while doing so.

Before starting his own business, Sam was flown around the world to teach aspiring entrepreneurs how to build successful new businesses by applying the lean startup methodology. Today he helps corporations be more innovative using the same tactics and runs a boutique content marketing agency.

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