Articles
Writing on the craft of customer interviews: the Mom Test, Jobs-to-be-Done, avoiding leading questions, and running research at volume without dropping the standard.
- Synthetic Users Aren't DataSynthetic users simulate what a person might say. That's a hypothetical with a UI, the exact bad data the Mom Test rejects. Where AI personas help, and where they lie.
- What AI-run interviews do to an agency's marginsInterview hours cap what a research agency can bill. See how AI-run, disciplined customer interviews change discovery pricing, scoping, and margin.
- How Many Customer Interviews Are Enough?Research puts saturation at 9–24 interviews. But count is the wrong question. Craft determines whether you reach saturation. Here's what the data says.
- The Mom Test vs Jobs-to-be-Done: same discipline, different lensesThe Mom Test is question discipline; Jobs-to-be-Done is motivation archaeology. Here's how the two interview methods differ, where they overlap, and how to run both at once.
- How to Run Customer Interviews Without Leading the WitnessA leading question plants its own answer. Here are the four patterns that quietly lead, the bad-to-good rewrites, and how to probe a vague answer without leading the witness.