From the Co-founder & Head of Operations — Sule Victor Joshua
There is one sentence every founder should remove from their vocabulary: "Would you use this?" It sounds like a good interview question. It isn't. People are naturally polite. They don't want to disappoint you. So they answer based on what they think you want to hear, not what they would actually do.
“Great interviewers ask about the past, not imagined futures. At KIAGO TECH, we do not build products based on polite answers — we build them based on observed behaviour.”
Why Customer Interviews Matter
Analytics tell us what happened. Interviews explain why. Data identifies symptoms; conversations uncover causes. Both are essential.
When Should You Interview?
- Exploring a new problem.
- Validating an idea.
- Designing new features.
- Improving onboarding.
- Launching a marketing campaign.
- Understanding a complaint or churn.
- Preparing a pricing change.
- Entering a new market.
Preparing for an Interview
One primary objective per interview. Interview people who genuinely experience the problem. Prepare themes and questions — not a rigid script.
The Anatomy of a Great Interview
1 · Background
- Tell me about your business.
- How long have you been operating?
- What does a typical day look like?
2 · Current Process
- Walk me through how you currently manage inventory.
- How do you receive customer orders?
- How do you keep track of stock?
3 · Problems
- What part of this process is most difficult?
- What takes the most time?
- What mistakes happen most often?
- What costs you the most money?
4 · Existing Solutions
Your biggest competitor may not be another software company. It may be WhatsApp. Or Excel. Or pen and paper.
5 · Closing Questions
- If you could change one thing about your current process, what would it be?
- Is there anything I should have asked but didn't?
- May we contact you again?
Good Questions vs Bad Questions
| Bad Question | Better Question |
|---|---|
| Would you use Kiachow? | Tell me about the last time you managed inventory. |
| Do you think AI would help your business? | What tasks consume the most time each week? |
| Would you pay ₦10,000 per month? | How much does this problem currently cost your business in time or money? |
The Power of Silence
When someone pauses, resist the urge to fill the silence. Wait. People often continue speaking after a brief pause — those additional sentences frequently contain the deepest insights.
Active Listening
- Tone of voice.
- Emotional reactions.
- Repeated phrases.
- Body language (in-person).
- Moments of excitement.
- Moments of frustration.
When customers repeat the same phrase, write it down exactly as they said it. Their language should influence your marketing copy.
KIAGO TECH Interview Template
- Interview Number, Date, Interviewer
- Customer Type / Business Name / Location
- Years in Business
- Biggest Challenge · Current Solution
- Time Lost Per Week · Money Lost Per Month
- Most Frustrating Task
- Exact Customer Quotes
- Observed Behaviours
- Potential Product Opportunities
- Follow-up Required
Common Interview Mistakes
- Talking more than the customer.
- Selling instead of listening.
- Interrupting.
- Asking leading questions.
- Defending your product.
- Ignoring unexpected answers.
- Failing to ask follow-up questions.
- Conducting too few interviews before deciding.