Most SaaS companies know customer research matters, but too often, it becomes a one-off project or gets pushed down the list. 

In this episode of In Demand, Asia and Kim break down how to make customer research a core part of your growth process. They share how their own approach to research sprints has evolved, what mistakes they made early on, and what they do now to consistently uncover insights that drive real decisions.

You’ll also learn how to structure a fast, effective sprint, when to run different types of interviews (from churn to win-loss), and how to turn interviews into strategy and not just documentation.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

Links: 

DemandMaven Bob Moesta User Interviews Respondent.io  Wynter Chapters (00:01:00) - What Asia and Kim have changed about their original research interviews.(00:04:09) - How offering small incentives improved response rates and interview quality.(00:06:30) - Why letting clients watch live calls builds buy-in and alignment.(00:11:30) - Debriefing after every interview to map the four forces and pull insights from interviews.(00:15:15) - Going beyond the Jobs To Be Done research interview format to do UX interviews, churn interviews, and more.(00:18:55) - When does it make sense to use tools like userinterviews.com for interview candidates instead of going directly to your customers?(00:24:45) - Why gathering qualitative information is so important, especially for bootstrapped founders.(00:25:30) - What you can learn from churn interviews that you're missing with only a cancellation survey.(00:29:30) - Why win–loss and competitive intelligence interviews are underused growth tools.(00:34:10) - Budget-friendly recruiting tools to help you get started.