Customer interviews are a discovery experiment used to explore customer needs and the alignment of a value proposition. These interviews involve preparing a script focused on exploring customer jobs, pains, gains, willingness to buy, and unmet needs. The process includes finding interviewees, conducting the interviews, and analyzing the results to update the value proposition canvas.   To effectively conduct customer interviews, one must prepare by writing a script focused on exploring customer jobs, pains, gains, willingness to buy, and unmet needs. It is recommended to conduct interviews in pairs, with one person asking questions and the other taking notes, capturing exact phrasing and noting body language. After conducting 15-20 interviews, the team should debrief, affinity sort the notes to identify similar themes, perform a ranking analysis, and update the Value Proposition Canvas.   Customer interviews are valuable for gaining qualitative insights and are a good starting point for price testing. They are not a substitute for observing what people will actually do. The cost of customer interviews is relatively low, especially for remote interviews, but [[business-to-business]] interviews tend to be more expensive. The setup time can vary, but the interviews themselves are short, typically 15-30 minutes, with a buffer time needed for debriefing and script revisions.