Kundeintervjuerna

Kundeintervjuerna, literally “the customer interviews” in Swedish, refers to a qualitative research method used in product development, marketing, and service design to understand customers’ needs, motivations, and experiences. The goal is to uncover insights that explain what customers do, why they make certain choices, and what problems they encounter with products or services.

In practice, kundeintervjuerna involve semi-structured interviews with a diverse set of customers or potential customers. Researchers prepare an interview guide with open-ended questions, focusing on jobs customers are trying to accomplish, pain points, desired outcomes, decision criteria, and usage contexts. Interviews are typically recorded and transcribed for analysis, and findings are synthesized using thematic coding to identify patterns and actionable insights.

Benefits of this approach include rich, context-driven understanding, early validation of hypotheses, and the ability to inform product strategy, feature prioritization, and messaging. It complements quantitative methods such as surveys and can be used at various stages of development, from early discovery to post-launch feedback.

Common challenges include recruiting representative participants, avoiding interviewer bias, and translating qualitative insights into concrete product actions. Best practices emphasize clear objectives, a well-structured but flexible interview guide, ethical considerations and consent, careful documentation, and systematic analysis. By leveraging kundeintervjuerna, teams can align offerings more closely with real customer needs and improve decision-making across product and marketing disciplines.