Why Customer Interviews Beat Surveys

Surveys are quick, but they tell you what people click, not why they behave the way they do. A short conversation reveals context that no multiple-choice question can capture.

Aim for ten interviews. Ask about the last time the customer faced the problem you solve, what they tried, and what nearly stopped them. Resist the urge to pitch.

Write down the exact words people use. Those phrases often become the best headlines on your website.