I use the Jobs-to-be-Done framework and its interviewing techniques. You can see more here: https://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jo

I use the Jobs-to-be-Done framework and its interviewing techniques. You can see more here: https://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7 https://medium.com/the-job-to-be-done/a-script-to-kickstart-... Essentially 1. You want to interview people who have consumed the product (not just bought, but use) 2. You want to try to reconstruct the product hiring timeline 3. You are looking for hiring criteria which could be functional, emotional, or social. There's a lot more to it, and lots of stuff out there about it. Look for writings by Bob Moesta, Chris Spiek and Alan Klement -- 37Signals (basecamp), Meetup, and Intercom have been known to use the technique (and have written about it on their blogs)