A playbook for Generating Business Ideas

2. Identify Problems and Unmet Demands
Once you’ve identified a customer segment you want to serve, the next step is to
identify problems and unmet demands. To identify problems and unmet
demands, you can conduct customer development interviews.
By asking the right questions and listening effectively, you can learn about
customer pain points and generate startup ideas to solve those problems. Focus
on asking open-ended questions that get the customers talking about their
problems as much as possible.
It’s best to conduct customer development interviews in-person. In-person will
enable you to get a sense of their emotions (such as how strongly they are
affected by the problem), give you the opportunity to ask follow-up questions to
learn more, and help you build a relationship with the potential customer.