Read time: 4 minutes

• The value of real conversations over data
• The art of asking open-ended questions
• Reduce bias: go beyond you inner circle
• Applying the ‘mom’ test
• Beware of empty enthusiasm

In a previous post, I discussed why validating your business concept before building it is the most important investment you can make in your entrepreneurial journey. One of the most insightful lessons I’ve learned on my journey is that validating your business concept isn’t about sitting in front of a screen, sifting through data, or jumping straight into development. It’s about talking to real people – your potential customers. These conversations provide invaluable insights that can shape the direction of your business, far more effectively than the anonymous responses from an internet survey ever could.

The Value of Real Conversations Over Data 

While collecting data online can be quick and easy, it lacks thedepth and nuance of speaking to someone face-to-face or over a call. A few of these pros include: 

• Dig deeper: Open-ended questions give interviewees the chance to share stories and experiences, uncovering details that a multiple-choice answer could never provide.
• Observe reactions: The way someone pauses, their excitement, or even their confusion can be just as informative as their words.
• Adapt and explore: Conversations offer the flexibility to ask follow-up questions that may not have been part of your original plan but arise organically as the discussion unfolds.

The Art of Asking Open-Ended Questions

When conducting interviews, the goal is to let the interviewee speak freely without being led. Here are some practical tips:

• Avoid yes/no questions. Instead of asking, “Would you use this product?” try, “Can you tell me about the last time you faced (the problem your idea aims to solve)?”
• Steer clear of leading questions that push the interviewee to answer in a way that validates your idea, such as “Wouldn’t it be great if there was an app that did X?”
• Frame your questions in a way that explores their past behaviours: “What tools or methods did you use when you last encountered this issue?”

Reduce Bias: Go Beyond Your Inner Circle

Speaking to friends and family can be reassuring but is often misleading. People close to you are more likely to offer supportive answers that don’t reflect reality. Instead:

• Talk to strangers: These individuals won’t be influenced by a desire to please you and are more likely to give honest feedback.
• Be as neutral as possible: Share minimal information about your idea upfront. You don’t want your questions to be tainted by preconceptions. This approach helps reduce bias and allows for a more authentic exploration of what they truly think and need.

Applying the ‘Mom Test’

The Mom Test, coined by Rob Fitzpatrick, is a term that comes from the idea that if you were to pitch your idea to your mother, she’d likely tell you it’s wonderful simply because she loves you and wants to be supportive. This kind of feedback is nice but ultimately unhelpful when determining if an idea has real market potential.

The way around this is to ask questions that elicit genuine, actionable feedback. The rules of the Mom Test include:

• Ask about their life, not your idea: Frame questions around the interviewee’s experiences. For example, “How do you handle [a problem your idea would solve]?” instead of “Do you think [my solution] would help you?”
• Avoid leading questions: Don’t phrase questions in a way that hints at the answer you’re hoping for. For example, “Is this a good idea?” or “Would this be useful?” leads people to say yes, even if they don’t mean it. Instead, try questions like “Tell me about the last time you needed to solve [problem].”
• Focus on Concrete Examples: Get people to talk about what they’ve done in the past rather than what they think they might do in the future. For instance, “When was the last time you experienced this issue?” or “Can you tell me about the last time you tried to fix this problem?”

The Mom Test is critical because it forces you to collect real insights from your target audience without falling victim to flattery or false validation. This makes your customer research more reliable and ensures that you base your business decisions on actual needs and behaviours rather than on assumptions or overly positive feedback.

Beware of Empty Enthusiasm

One critical takeaway when conducting interviews is that just because people say they’re excited or give you positive feedback doesn’t mean they’ll convert to paying customers. The real test is whether someone would pay for your solution. Until money is exchanged, it’s just lip service.

A friendly nod or excited “Yes!” feels great, but these gestures don’t reflect genuine interest. If you want to know whether your idea has real potential, consider pre-selling it or asking participants if they would be willing to sign up on the spot or commit in some way. This small step helps separate genuine interest from mere politeness.

The book “Million Dollar Weekend” by Noah Kagan does a great job of simplifying this entire process into a 48-hour challenge, with the result being cash in hand from a prospective customer. 

Final Notes

Interviews and focus groups are about more than just gathering answers; they’re about exploring your potential customers’ real thoughts, challenges, and behaviours. Keep the conversation neutral, probe thoughtfully, and remember: validation isn’t about hearing what you want but learning what you need. So, embrace the journey of genuine customer interaction. It might feel daunting at first, but those candid, honest responses could be the compass that guides your start-up from a mere idea to a successful venture.