How To Report

Customer Interviewing Best Practices

January 1st, 2018
Sam Somashekar, null
Sam Somashekar
With contributor:


Interviewing buyers, customers, and users is essential for many B2B roles, including product management, portfolio marketing, and customer engagement. Forrester has identified best practices for preparing, conducting, and following up interviews. Interviewees should be carefully vetted based on firmographic criteria, job role, experience level, and other relevant attributes. Depending on the purpose and goal of the interviews, different functions will lead or be involved in the effort, though there are commonalities across functions that can lead to productive research outputs. In this report, we describe best practices for efficiently and effectively conducting customer interviews.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.