{"id":11269,"date":"2025-04-16T18:02:42","date_gmt":"2025-04-16T16:02:42","guid":{"rendered":"https:\/\/uic.se\/?p=11269"},"modified":"2025-04-22T09:44:47","modified_gmt":"2025-04-22T07:44:47","slug":"understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews","status":"publish","type":"post","link":"https:\/\/uic.se\/en\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\/","title":{"rendered":"Understand your customers and build a business people really want \u2013 Through Problem Interviews."},"content":{"rendered":"\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:16%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-container-core-column-is-layout-1a0eff7f wp-block-column-is-layout-flow\" style=\"flex-basis:68%\">\n<p><strong>Building a business that people truly want is about understanding their real needs. Many new businesses fail because they don&#8217;t have a deep understanding of their customers&#8217; challenges. One of the best methods for truly understanding customer needs is through problem interviews. By using this method, you can validate your business idea and avoid common pitfalls.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Develop a Business People Really Want: Understand Your Customer Through Problem Interviews\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/P5fY_tWjdw8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Validate Your Business Idea Through Interviews<\/h2>\n\n\n\n<p>Problem interviews help you validate your business idea by talking directly with potential customers and listening to their real problems and needs. Here are some tips on how to conduct an effective problem interview:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step-by-Step Guide for New Entrepreneurs \u2013 Chapters in the Video<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Define Your Customer Segment<\/strong><br>Understand who you&#8217;re trying to help by defining your customer segment based on demographics, behaviors, or needs. Create hypotheses about their problems and design your interview to validate or invalidate these assumptions.<\/li>\n\n\n\n<li><strong>Talk About Their Problem<\/strong><br>The goal of the interview is to understand the customer\u2019s problem, not pitch your idea. Ask open-ended questions to help the customer share their experiences with the problem. What challenges are they facing? How are they handling the problem today?<\/li>\n\n\n\n<li><strong>Don\u2019t Pitch Your Idea<\/strong><br>It\u2019s easy to want to explain your product or service, but this can cloud the interview process. Focus on the problem, not the solution, to get authentic insights from the customer.<\/li>\n\n\n\n<li><strong>Ask Specific Questions<\/strong><br>Prepare open and specific questions that invite the customer to share their experiences. Avoid yes\/no questions, which don\u2019t provide enough information. Encourage them to elaborate on the challenges they face.<\/li>\n\n\n\n<li><strong>Talk Less, Listen More<\/strong><br>The goal is to listen, not to talk. The more you listen, the better understanding you\u2019ll gain of the customer\u2019s pain points. Let the customer guide the conversation and take note of key insights.<\/li>\n\n\n\n<li><strong>Ask for Others to Interview<\/strong><br>When someone mentions others who may have valuable insights, ask for a referral. Networking and gaining more perspectives will strengthen your understanding of the problem.<\/li>\n\n\n\n<li><strong>Document Results<\/strong><br>Document the results right after the interview. Record insights, patterns, and follow-up questions. This information is crucial as you move forward in refining your business idea.<\/li>\n<\/ul>\n\n\n\n<p>Don\u2019t hesitate to <a href=\"https:\/\/uic.se\/en\/om-oss\/contact\/\">contact us at UIC<\/a> for help moving forward with your business idea.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-align-center wp-element-button\" href=\"https:\/\/uic.se\/en\/validate-your-business-idea-with-lean-canvas\/\">Click here to watch the video on how to fill out a Lean Canvas and get tips on how to define your customer segments and problem hypotheses.<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:16%\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Building a business that people truly want is about understanding their real needs. Many new businesses fail because they don&#8217;t have a deep understanding of [&hellip;]<\/p>\n","protected":false},"author":125,"featured_media":11265,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[120],"tags":[],"class_list":["post-11269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uic-skillhub-en"],"acf":[],"mb":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Understand your customers and build a business people really want \u2013 Through Problem Interviews. - Uppsala Innovation Centre<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uic.se\/en\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understand your customers and build a business people really want \u2013 Through Problem Interviews. - Uppsala Innovation Centre\" \/>\n<meta property=\"og:description\" content=\"Building a business that people truly want is about understanding their real needs. Many new businesses fail because they don&#8217;t have a deep understanding of [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/uic.se\/en\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\/\" \/>\n<meta property=\"og:site_name\" content=\"Uppsala Innovation Centre\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-16T16:02:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-22T07:44:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/uic.se\/wp-content\/uploads\/2025\/04\/SkillHub_Omslagsbilder-2-1024x577.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"577\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Vedrana Vilda Ilic\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vedrana Vilda Ilic\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/uic.se\\\/en\\\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/uic.se\\\/en\\\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\\\/\"},\"author\":{\"name\":\"Vedrana Vilda Ilic\",\"@id\":\"https:\\\/\\\/uic.se\\\/#\\\/schema\\\/person\\\/42d6ac3d6729f1bc6f7ca2e340752241\"},\"headline\":\"Understand your customers and build a business people really want \u2013 Through Problem Interviews.\",\"datePublished\":\"2025-04-16T16:02:42+00:00\",\"dateModified\":\"2025-04-22T07:44:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/uic.se\\\/en\\\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\\\/\"},\"wordCount\":420,\"publisher\":{\"@id\":\"https:\\\/\\\/uic.se\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/uic.se\\\/en\\\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/uic.se\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/SkillHub_Omslagsbilder-2-scaled.png\",\"articleSection\":[\"UIC SkillHub\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/uic.se\\\/en\\\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\\\/\",\"url\":\"https:\\\/\\\/uic.se\\\/en\\\/understand-your-customers-and-build-businesses-people-truly-want-through-problem-interviews\\\/\",\"name\":\"Understand your customers and build a business people really want \u2013 Through Problem Interviews. - 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