How do I find people for customer discovery interviews?

Start by leveraging your network for warm introductions. Then go where your customers already spend time: Reddit, Discord, LinkedIn, industry events, and professional communities. End every interview by asking for referrals to compound your reach.

How should I reach out to potential interviewees on LinkedIn?

Ask for advice and let them know you want to learn from them, not sell. A good template: "I am researching how [role] handles [problem] and would love to learn from your experience. Can I ask you a few questions over a call?" Curiosity and respect are usually enough to get a conversation.

How to Find Interviewees

Finding people to interview is often the hardest part. Start with warm intros, then expand. Use referrals to grow your list fast.

1. Use Your Network

Ask friends, investors, and operators for intros to people who match your customer profile. Friends-of-friends are honest and willing to help — without being too nice about it.

Warm intros get higher response rates and more honest conversations. Start here before going cold.

2. Go Where They Are

Find places where your target customers already hang out.

For B2C

• Reddit communities
• Discord and Slack groups
• Facebook groups
• Forums and niche communities
• Physical locations they frequent

For B2B

• LinkedIn Sales Navigator
• Industry conferences
• Professional associations
• Trade publications
• Slack communities for professionals

Go In Person When You Can

If you can, visit customers where they work. Even 30 minutes in their environment shows you things a video call never will. People are more relaxed on their own turf.

What to look for:

→Their desk — screen size, tools open, sticky notes
→How they talk to teammates — chat, quick calls, emails
→Their environment — internet speed, device quality, distractions
→Physical cues that remind them of their frustrations

3. Reach Out on LinkedIn

Ask for advice, not a sale. Curiosity and respect usually get you a reply.

Example message:

"I am researching how engineering managers run performance reviews and would love to learn from your experience. Can I ask you a few questions over a call?"

Keep it short. Say why you picked them. Don't attach PDFs or long pitches.

4. Ask for Referrals

End every interview with: "Is there anyone else you think I should talk to?"

Warm intros compound fast. It's one of the best ways to find good people to talk to.

Target: 1-2 new introductions after each interview

5. Plan for Drop-Off

In early discovery, 20–30 interviews is the minimum for B2B. Expect cancellations and "no"s. If you need 25 interviews, reach out to 50+ people.

6. Never Stop

Your questions will change as your product evolves, but talking to customers never stops. It's not a phase.

Key Takeaway

Start with warm intros. Go where your customers already are. Ask for referrals at the end of every call. Reach out to twice as many people as you need.