Conducting product interviews is a way to get consumer feedback on your product or service. 

Conduct interviews to understand why specific customers like your product or service. 

Conduct interviews of consumers who’ve bought the product (assuming that it is on themarket already) as well as potential consumers. 

Consider who will buy the product versus who will use the product.  Often parents do the purchasing for their kids and women make purchases for their husbands or boyfriends and vice versa.  Sometimes individuals buy for themselves.  The individual doing the purchasing may not like the product or it’s design but the user of the product may find it acceptable.  Knowing who is doing the buying and who is actually using the product is important. 

Their feedback is important but, don’t let any negative feedback deter you from placing your product on the market if you truly believe that it will gain widespread acceptance.

Interviews, unlike surveys gives you the opportunity to gauge the consumer’s reactions through their body language and expression.  Make it easy for the consumer to participate in the interview by offering to do the interview at his/her location.  Keep the interview informal.

As an incentive you can offer to give every respondent your product/service for free.

Interviews can be conducted in person, over the phone, or online (using a service such as Skype).  You can conduct the interview at your place of business, the interviewee place or at a neutral site.  You can utilize these resources to find a neutral facility near you where you can conduct interviews. 

Quirks
Search and find focus group facilities and companies near you.

GreenBook
Search and find marketing research facilities and consultants near you.

Plaza Research
Lists a network of facilities and firms in cities across the country.

The interview process should be short (5-10 minutes).  If it is too long consumers will not want to participate.  Carefully draft the questions you want to get responses to.  The questions should focus on what aspects of the product you are trying to gauge feedback on.  Present multiple (2-5) versions of your idea for them to provide you feedback on.  Do not try to see the interviewee anything during the interview.  Make it clear that you’re not trying to sell them anything.

These are some questions you could approach the interview with after presenting your idea:

- What are your thoughts on this version of the product

- How does the idea make your feel or think

- Is this something that you could see yourself purchasing

- Is this something you would purchase for your self or somemone else (family member, friend, etc.)

- Would you recommend this product to your others

- Is it ok for me to contact you in the future to get your feedback as we develop the idea

Conduct the interview by following the following simple steps:

- Develop your presentation and draft interview questions

- Select the date/time/location for the interview

- Identify the numnber of people you want to interview

- Find interviewee candidates and arrange the meeting 

- Conduct the interview

- Evaluate feedback.