Interview people who face the problem

A person outside the target group may dislike a good product for reasons that do not matter to your customer. Establish the person’s experience before you interpret the response. Ask about the situation in which the problem occurs. Learn what they already do about it.

People often protect feelings or present themselves favorably. A compliment does not prove demand. Reduce pressure to please you. Invite criticism and make clear that disagreement is useful.

Ask one question at a time. Open questions can reveal needs that your prepared answers would hide. Follow the evidence in the response. Avoid pushing the person toward the conclusion you want.