How to Conduct Customer Interviews

Go to calendly.com → Sign in (or create a free account). Click '+ New Event Type' → Select 'One-on-one'. Configure: • Event name: '15-Minute Customer Chat with Unlearn' (something warm, not corporate) • Location: Google Meet (recommended — most people already have Google accounts) • Duration: 15–30 minutes • Description: 'A quick informal chat to help us understand what's most useful for you. No agenda — just a real conversation.' • Custom URL: make it short, e.g. calendly.com/yourname/student-chat Copy the Calendly link — you will paste it into your outreach email.

Send a short, personal email to past students or enquiries. Never use a mass email template — each email should feel individually written. Subject: Quick question, [First Name] Body: Hi [Name], I'm [your name] from Unlearn Academy. I'm doing some research to make sure we're building the right things for our students. Would you be up for a 15-minute call this week or next? It's completely informal — I just want to hear about your experience and what problems you were trying to solve. Here's a link to book a time that works for you: [Calendly link] No prep needed. Just a conversation. Thanks, [Your name] Target: email 10–15 people and aim to book 5–8 interviews.

Most no-shows happen because people forget, not because they changed their mind. Send a reminder email the day before: Subject: See you tomorrow, [First Name] 'Hey [Name], just confirming our chat tomorrow at [time]. The Google Meet link will be in your calendar invite. Talk soon!' If someone misses the call, send one follow-up: 'Hey, missed you today — want to reschedule? Happy to find another time that works better.'

Create a new Google Doc → Name it: '[Customer Name] — Interview [Date]' Copy the question framework from below. You will fill in answers as they speak. Ask someone else to take notes if possible — it lets you focus fully on listening and following up. Alternatively: record the interview on your phone (placed beside the computer, not in headphones) or use Google Meet's recording feature. Always ask permission first: 'Would you mind if I recorded this? It's just so I can focus on the conversation instead of taking notes — it won't be shared anywhere.'

Start with context, then go deep. Never jump straight to product questions. Opener: 'Thanks for making time. This is totally informal — there are no right or wrong answers. I just want to understand your experience and hear your perspective.' Context questions (first 5 minutes): • 'Tell me a bit about what you do day to day.' • 'What were you working on or trying to figure out when you first came across Unlearn?' Challenge questions (middle 10 minutes): • 'What was the problem you were most trying to solve at that point?' • 'How were you trying to solve it before you found us?' • 'What made you decide to [enrol / enquire / try our course]?' • 'Was there anything that almost stopped you from doing it?' Outcome questions (last 5 minutes): • 'What has changed since you [enrolled / completed the course]?' • 'What would you tell someone who is considering joining Unlearn?' • 'Is there anything we could be doing better or that you wish was different?' Close: 'This has been really helpful. Is there anything else you want to share that I didn't ask?'

Immediately after the call, while it is fresh: 1. Write a 3–5 sentence summary: who this person is, their main problem, and what they valued most 2. Pull out 3–5 direct quotes — verbatim, exactly as they said it 3. Note any surprising or unexpected insights 4. Flag any objections they mentioned (things that almost stopped them) Update your buyer persona document with: • Their job / situation • Their primary pain point (in their words) • What they were looking for (in their words) • What made them choose Unlearn • What they wish was different After 5–8 interviews: look for patterns. Phrases that repeat across 3+ people are gold — use those exact words in your landing pages and ads.