01 / Before you ask
Decide what you need to learn.
Write one sentence about the person, the situation, and the problem you think they face. Note what they do now and what you would need to observe to change your mind. Keep the first conversation about their experience, not your pitch.
A working note
“[Specific group] has difficulty with [job or problem] when [context]. Today they handle it by [current workaround].”
02 / Listen first
Ask about what people already do.
Talk with potential customers who have recently faced the situation, including people outside your circle of supporters. Ask permission to take notes. Let them finish, and use a follow-up question when an answer is unclear.
Tell me about the last time this came up. What were you trying to do?
What did you do next, step by step?
What do you use or rely on now, if anything?
What works well about that approach, and what takes extra effort?
How often does this situation happen, and who else is involved?
Could you show me how you handle it today?
Avoid opening with “Would you use this?” or “Do you like my idea?” Those invite a guess or a polite response, not a description of what someone actually needs.
03 / Test lightly
Look for a small, observable action.
Choose a test that fits the biggest unanswered question. Before sharing it, decide who it is for, how long you will run it, and what signal would justify another step.
- 01
Describe the offer on one page
State who it is for, the problem, and the proposed outcome. Invite a concrete next step, such as requesting a conversation. Track qualified actions from the intended audience, not page views alone.
- 02
Deliver the result by hand
Help a small number of people reach the outcome manually before automating it. Note how much effort delivery takes, whether people complete the process, and whether they return for it.
- 03
Walk through one task
Use a sketch or simple clickable mock-up. Ask someone to complete a realistic task and watch where they pause or get lost. That is more useful than asking whether they like the concept.
04 / Decide what is next
Separate the signal from the story.
Keep direct observations, what people reported, and your interpretation distinct. Look for patterns and disagreements across conversations. Revisit your original question rather than changing the success measure after seeing the result.