After you have decided on the topics you want to discuss and formulated an opening line that will make the interviewee feel comfortable, practice a customer interview with a team member or colleague.

The setting can be relaxed but it will get you in the right mindset to ask questions, understand and take note of answers, and ask follow-up questions in a cohesive manner.

Here are a few interview questions to spur your creativity:

• Our product/service is [explain your product]. Based on that description, do you feel that you understand the product we are offering?
• What is your overall interest in this product?
• Have you ever used a product like this?
  
• • If so, what did you like about it?
  • What did you least like about it?
  • What was the main reason you purchased the item?
  • What was the cost?