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05

Discovery interviews, applied to AI-First CRM - Product Thinking

Project · AI-First CRM (HCP)

How I ran problem-space interviews with field reps without leading the witness - and what I threw away because of them.

When to use

Before writing a PRD, before scoping, whenever the team is arguing about what the user wants.

How I run it

  1. 01Wrote 5 assumptions I was testing. Refused to move on until each one had a falsification test.
  2. 02Recruited 8 reps who actually used a CRM daily. Skipped managers on purpose.
  3. 03Asked about the last visit, not the ideal one. Behavioural, not hypothetical.
  4. 04Synthesized into 3 insights, each backed by 2+ quotes. Everything else got parked, not shipped.