How do I find customers to talk to?

by Jason Cohen on February 14, 2025

📬 From the mailbag 📬
Answering questions from curious readers

I have an idea for a product, and I know I’m supposed to interview people about it. But I don’t know where to find them, or how to get them to talk to me. How do I do that?

Finding and interviewing potential customers is crucial for validating your product idea. Here’s a step-by-step guide on how to find people to talk to and how to conduct these interviews:

Bear thinking about how do I find customers to talk to? — AI can be pretty weird, it has to be said.

Identify Your Ideal Customer Profile (ICP)

The first step is to define your Ideal Customer Profile (ICP). This is a detailed description of the perfect customer who needs your product and is willing to pay for it. Understanding your ICP helps you target your efforts and ensures you gather relevant insights.

Use Your Network

Start by reaching out to your existing network, even though they may not include your ICP directly. Someone in your network might know individuals who fit your ICP. Clearly explain the type of person you’re looking to talk to, so they can make appropriate introductions. After every interview, ask for more referrals to multiply your connections.

Leverage LinkedIn

LinkedIn is a powerful tool to find potential interviewees. Search for people using specific titles and industries related to your product. When reaching out, offer to compensate them for their time, which demonstrates respect for their expertise. This approach has yielded high success rates in the past (about 80% according to experiences like WP Engine).

Attend Relevant Events

Participate in events that attract your ICP. Networking events and meetups are great places to have informal discussions and gather insights. Offer to speak at these events, as presenting adds credibility and makes it easier to initiate conversations.

Be Active in Online Forums

Join forums, social media groups, and discussion platforms where your ICP congregates. Be active in these communities, contribute valuable content, and initiate discussions to gain access to a broader audience interested in your topic. Platforms like Reddit, Slack, and Discord can be highly effective.

Run Ads and Create Landing Pages

Create a landing page that captures interest from potential customers, then run ads to drive traffic there. This method helps you test whether your messaging resonates and gauge interest through email signups or interview requests.

Ask for Advice, Not Opinions

When you finally get to speak with potential customers, frame your inquiries as requests for their expert advice rather than generic opinions. People are more responsive when asked for their expertise.

Utilize Structured Interviews

Develop a hypothesis and prepare open-ended questions to test them. Avoid leading questions, and focus on understanding customers’ actual experiences and pain points. Conduct these interviews with the aim of learning, not validating preconceived ideas.

Iterate and Learn

Use each interview to refine your hypotheses and questions. Keep track of recurring themes or insights, which can inform your product development and validate (or invalidate) your assumptions about the market.

In summary, start with identifying your ICP, use your network and online platforms to find potential interviewees, and conduct structured, open-ended interviews to gather meaningful insights. Remember, the goal is to uncover the truth about your customers’ needs and the viability of your solution. For detailed techniques and more insights into the process, consider this article on finding potential customers to interview and this one on conducting customer development.