How to conduct problem and solution interviews
Talking to potential customers ensures you are building a product that solves a real pain point people are willing to pay for.
The most critical part of starting a business is proving that a problem exists before you build a solution. You must speak with at least 15 potential customers to understand their struggles in detail; only once you have confirmed a specific pain point should you present your idea to see if it actually resonates and offers value.
Why interview people?
It is easy to assume you know what customers want, but assumptions are the biggest cause of business failure. Problem and solution interviews help you gather raw, honest feedback from the real world. This process prevents you from wasting months of effort and significant capital building a software product that nobody actually needs or wants to pay for.
Phase 1: The problem interview
In the first half of your conversation, you are a detective. Your goal is to understand how the person currently handles a specific task and where they feel friction. Do not mention your product yet, as this leads to biased answers.
- Ask open-ended questions: Use phrases like "Tell me about the last time you tried to..." or "What is the hardest part about...?"
- Listen for emotion: When people talk about lost time, frustration, or wasted money, you have found a 'burning' problem.
- Avoid leading questions: Instead of saying "Don't you hate it when...?", ask "How do you feel about the current process?"
Phase 2: The solution interview
Once you have explored the problem, you can pivot to your proposed solution. This is where you test if your specific idea actually fixes the issues they just described. Describe your solution clearly or show a simple sketch or mockup. Ask: "If this existed today, how would it change your workflow?" and follow up with the most important question: "Is this a solution you would be willing to pay for?"
Practical tips for success
| Do | Don't |
| Take notes or record the call (always ask for permission first). | Try to "sell" or defend your idea if they don't like it. |
| Ask "Why?" multiple times to get to the root cause of a problem. | Ask "Would you use this?" as people are often too polite to say no. |
| Find participants through LinkedIn, niche UK forums, or local networking. | Interview only friends and family; they aren't your target market. |
"The goal of a customer interview is not to confirm you are right, but to find out where you are wrong."
By the end of 15 conversations, you should see a clear pattern. If at least 10 people share the same frustration and react positively to your solution, you have validated your concept. If the feedback is mixed, use those insights to adjust your idea before moving forward.
Created by hatch. • Updated on April 28, 2026