Finding Customers to Interview

When starting the Customer Discovery process one of the major hurdles entrepreneurs have is finding people to interview. We've broken down five of the best sources for finding people to interview. Use your judgement and utilize the resources that work best for you.

Networks

When you’re starting customer discovery, some of the best people to interview are already connected to you in some way. LinkedIn is a great place to start since you can search by industry, job title, or company, and reach out through mutual connections for introductions. Alumni groups from your university or professional programs can also be helpful because people tend to be open to connecting with fellow alumni. You can look into professional associations, trade groups, or online communities related to your field as well. These spaces often attract members who are genuinely interested in sharing their experiences. Beyond that, check out niche Slack or Discord groups, Meetup communities, and local business networks or accelerators. Using a few targeted keywords can help you uncover people who are active in your area of interest and more likely to say yes to an interview.

Forums and Online Communities

Outside of your existing networks, there are also online spaces where people share their experiences and challenges. Forums can be a powerful way to find people who are actively trying to solve a problem or explore a specific topic. Sites like Reddit, Quora, and specialized online forums are filled with conversations from people discussing their challenges, frustrations, or needs in real time. This makes them great places to find interviewees who match your target problem area. For example, if your idea relates to a certain health issue, you can look for forums or subreddits where people are sharing their experiences or asking questions. Searching for phrases like “how do I manage,” “what works for,” or “has anyone tried” can lead you to authentic discussions and potential contacts. These conversations often give you a deeper understanding of what people are dealing with and help you find interviewees who represent your target audience more accurately.

Events and In-Person Opportunities,

Events can be a great way to meet potential interviewees who are already thinking about the topics your idea touches on. Conferences, trade shows, local meetups, and workshops bring together people with shared interests or challenges, which makes it easier to start genuine conversations. Look for events where your target audience is likely to be present, such as industry conferences, startup networking nights, or community gatherings. You do not have to attend large or expensive events either. Smaller meetups or coworking sessions can often lead to more meaningful connections. When you approach someone, keep it casual and curious instead of pitching your idea. Let them know you are doing some research and would love to hear about their experience. Most people appreciate being asked for their perspective, especially in person where it feels more natural and conversational.

Media

Media can be a surprisingly effective way to find people who are already speaking publicly about a topic related to your idea. Online articles, podcasts, YouTube channels, and platforms like Medium often feature people sharing their experiences, opinions, or expertise. If someone has written or spoken about a problem that connects to your area of research, they may be open to a quick conversation. Start by searching for articles or podcast episodes that discuss your topic and make note of the authors or guests. Many include links to their social profiles or websites where you can reach out directly. You can also search for guest speakers, bloggers, or influencers who frequently talk about related themes. Reaching out with a short, respectful message that mentions what you found helpful in their work and why you’d like to learn from them goes a long way.

Think Outside of the Box

Sometimes the best insights come from completely unrelated fields. A well-known example comes from Great Ormond Street Hospital in London, where a team of surgeons and intensive care specialists studied how Formula 1 pit crews handled high-pressure transitions. They observed the crew’s precise roles, rehearsed movements, and clear communication, then adapted those same principles to improve how newborns were transferred from surgery to intensive care. Dr. Martin Elliott explained, “In Formula 1, the pit stop where they changed tyres and topped up the fuel was pretty well identical in concept to what we do in handover.” By learning from experts in a field far removed from medicine, they dramatically reduced errors and improved teamwork.

You can use the same mindset in customer discovery. Stay curious about the systems, tools, and everyday workarounds people use to manage their problems, even when those solutions seem imperfect or unconventional. People often combine or repurpose products in creative ways to make life easier. Those “almost solutions” can reveal what really matters to them and where the biggest opportunities lie. Keep an eye out for patterns like these, and when you see something interesting, dig deeper. The inspiration for your idea might come from a place you never expected.

Personal Connections

While it’s usually best not to interview close friends or family directly, your personal network can still be a great way to reach potential interviewees. Even if someone you know isn’t the right fit, they might know someone who is. Let friends, family, coworkers, and acquaintances know what kind of person you’re hoping to talk to and why. A simple message like “I’m looking to speak with people who have recently switched to remote work” or “Do you know anyone who manages a small team?” helps them think of the right people to connect you with. This approach keeps your interviews unbiased while still using your network as a bridge to reach the right audience.