What I learned from the user experience community & others. Recommended readings: http://www.slideshare.net/johannakollmann/how-to-get-more-than-opinions-interview-techniques-and-advice http://giffconstable.com/2011/07/12-tips-for-customer-development-interviews-revised/ http://www.slideshare.net/cindyalvarez/m-6065975