Reference table
Customer interview mistakes in the session and after
Seven customer interview mistakes that happen in the session and during analysis: accepting the first answer, trusting what people say over what they do, talking too much, moderator drift, no recording, analyzing one interview at a time and findings nobody can find later. Each row gives the fix. An AI moderator in Koji asks every participant the same way and analyzes the whole set at once.
Where this appears
What's in this reference table
| Mistake | Fix |
|---|---|
| 5. Accepting the first answer | Ask why one layer at a time. Most insight sits 2 to 3 follow-ups deep |
| 6. Confusing what people say with what they do | Ask them to show you the real spreadsheet or screen |
| 7. Talking more than the participant | Stay under 30% of the talking. Count to four before you reply |
| 10. Moderator drift | Standardize the protocol, or let an AI run every interview the same way |
| 11. Doing it solo with no recording | Always record with consent, and always transcribe |
| 12. Analyzing one interview at a time | Run thematic analysis across the full set of interviews |
| 15. Letting insights die in the doc | Keep findings in a repository any teammate can query |
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<a href="https://www.koji.so/visuals/customer-interview-session-and-analysis-mistakes"><img src="https://www.koji.so/visuals/customer-interview-session-and-analysis-mistakes/customer-interview-session-and-analysis-mistakes.png" alt="Table of seven customer interview mistakes made during and after the session, from accepting the first answer to letting insights die in a doc, with fixes." width="1200" height="856" /></a>
<p>Source: <a href="https://www.koji.so/visuals/customer-interview-session-and-analysis-mistakes">Customer interview mistakes in the session and after</a>, Koji</p>
