Problem Interviews: Capturing Real B2B Evidence
How to investigate B2B workflows using past facts as a foundation, record a simple observation card, and test early interest with concrete steps.
For startups
Idea validation
Explore real customer experience and separate interest from evidence of demand.
A conversation with a potential user should help you understand their work. Record specific situations and the consequences of the problem. Afterwards, separate the facts you heard from your own interpretation.
Questions to work through
- Describe the last time the problem occurred.
- Identify the current workaround and its limitations.
- Find out who approves process changes and budget.
- Agree on a concrete next step: sample data, a test or an introduction to the buyer.
Write down your answers and choose one next action. The articles below explore individual steps in more detail.
Articles
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From idea to the next step
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