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How to conduct customer interviews? A workshop format for teaching customer interview skills

  • A fast way to test business ideas and to explore customer problems and needs is to talk to them. Customer interviews help to understand what solutions customers will pay for before investing valuable resources to develop solutions. Customer interviews are a good way to gain qualitative insights. However, conducting interviews can be a difficult procedure and requires specific skills. The current ways of teaching interview skills have significant deficiencies. They especially lack guidance and opportunities to practice. Objective: The goal of this work is to develop and validate a workshop format to teach interview skills for conducting good customer interviews in a practical manner. Method: The research method is based on design science research which serves as a framework. A game-based workshop format was designed to teach interview skills. The approach consists of a half-day, hands-on workshop and is based on an analysis of necessary interview skills. The approach has been validated in several workshops and improved based on learnings from those workshops. Results: Results of the validation show that participants could significantly improve their interview skills while enjoying the game-based exercises. The game-based learning approach supports learning and practicing customer interview skills with playful and interactive elements that encourage greater motivation among participants to conduct interviews.

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Author of HS ReutlingenMünch, Jürgen
Erschienen in:Software business : 11th International Conference, ICSOB 2020, Karlskrona, Sweden, November 16–18, 2020, proceedings
Place of publication:Cham
Editor:Eriks Klotins, Krzysztof Wnuk
Document Type:Conference proceeding
Publication year:2020
Tag:business agility; customer development; customer interviews; educational games; game-based learning; lean startup; product management
Page Number:16
First Page:118
Last Page:133
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:004 Informatik
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt