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For example, you might find that some of your less happy customers have bigger teams and need greater collaboration functionality from your product. Or, you may find they find your product too technical and difficult to use. In both cases, you learn something about your product and what your customers' challenges are. Another benefit to interviewing current customers is that you may not need to offer them an incentive (e.g. gift card) to do so. Customers often like being heard — interviewing them gives them a chance to tell you about their world, their challenges, and what they think of your product. Customers also like to have an impact on the products they use.

So, as you involve them in interviews like this, you may find they become even more loyal to your company. When you reach out to customers, be clear that your goal is to get their feedback, and that their feedback is highly-valued by your fax number list team Use your prospects. Be sure to interview people who have not purchased your product and don't know much about your brand, too. Your current prospects and leads are a great option here because you already have their contact information. Use the data you do have about them (i.e. anything you've collected through lead generation forms or website analytics) to figure out who might fit into your target personas Use your referrals.

You'll probably also need to rely on some referrals to talk to people who may fit into your target personas, particularly if you're heading into new markets or don't have any leads or customers yet. Use your network such as your coworkers, existing customers, social media contacts to find people you'd like to interview and be introduced to. It may be tough to get a large volume of people this way, but you'll likely get some very high-quality interviews out of it. If you don't know where to start, try searching on LinkedIn for people who may fit into your target personas and see which results have any connections in common with you.