What is considered best practice in conducting customer discovery interviews?

• A. Ask leading questions to confirm your solution.
• B. Record insights and test assumptions later.
• C. Avoid neutral questions to speed up interviews.
• D. Conduct open-ended conversations to uncover problems and needs; ask neutral questions, record insights, and test assumptions early.

Answer: (D)

Understanding what customers actually struggle with is the backbone of effective discovery. Open-ended conversations let people describe their experiences, problems, and needs in their own words, which reveals issues you might not anticipate. Asking neutral questions prevents steering the interview toward your preconceptions, reducing bias and helping you learn what truly matters to them. Recording insights as you go keeps track of what you hear and the assumptions you’re forming, so you can test them promptly rather than forgetting important details. Testing assumptions early accelerates learning about what features or approaches really matter, helping you avoid building something customers don’t want. Together, these practices create a clear, evidence-based picture of customer needs and guide a more targeted, validated approach.