⚠️ Channel Adjustment for 2C Products

gingiris-seo-geo/references/2c-adaptation.md

gr-user-interview — User Interview

When to Use

• "I want to find PMF, how do I conduct interviews?"
• "User feedback is messy, I don't know which to focus on"
• "I interviewed 5 people but got no insights"
• "How to avoid users lying?"
• "I don't know who to interview / can't get people to agree"
• "How to define and benchmark activation rate and payment rate?"

Core Principles (5 Rules)

1. Ask about behavior, not opinion ❌ "Would you use this feature?" → You'll get a polite "yes" ✅ "When was the last time you encountered problem X? What did you do then?" → Get real behaviors
2. 20-minute interview >> 5 feature questions Deep diving into one scenario is more valuable than asking 5 shallow questions
3. Recording / full transcript > taking notes on the spot Taking notes on the spot will cause you to miss microexpressions and tone
4. Pause and review after 5 interviews Don't wait until you've interviewed 20 people to summarize; patterns will likely emerge after 5 interviews
5. Mirror User's Vocabulary Use the same words the user uses — don't replace them with product jargon

Interview Structure Template (20-30 minutes)

Token Top10 Interview Method (Signature Approach)

1. Rank users by token consumption / usage Top10, refresh weekly — power users provide the highest density of feedback
2. Must do screen-sharing + screen recording: Watching real operations is better than listening to verbal descriptions
3. Feed transcripts to AI to automatically extract feature requests / bugs, directly into issue tracking tools
4. Follow up the next day with "The X you mentioned has been fixed/scheduled" — closing the feedback loop is a retention lever
5. After the interview, clip 5-10 minutes of key segments to share with product and R&D teams

• Four touchpoints on Day 1/3/7/14 (Follow up once on Day 1 → 3 → 7 → 14)
• Dual-channel: Email template + LinkedIn message via email reverse lookup; if no reply to email, follow up on LinkedIn
• Use a broad reason in the script ("The early-stage team wants to conduct interviews") and don't reveal the real screening criteria — avoid user performance

• Dual-purpose KOL interviews: Collaborate with YouTubers to conduct user interviews + usability tests at the same time, getting two values from one collaboration (20-30 minute video interviews offer the highest ROI)
• Wisprflow Approach: Manually onboard and interview the first 500 users one by one before launch, using momentum to drive launch

Quick Check for Activation Benchmarks

In-depth References

• references/templates.md

  — Question templates for different stages (Discovery / Validation / Retention)
• Case analysis of HeyGen's 937 interviews

Synthesis Process

1. Within 24h after each interview, organize 3 cards:
   • Pain (User's real pain points)
   • Workaround (How they currently cope)
   • Quote (Quotable original statements)
2. Conduct a review after every 5 interviews:
   • Pain points mentioned ≥3 times → Candidate PMF direction
   • Workarounds mentioned ≥2 times → Competitor signals
3. Make a decision after every 20 interviews:
   • Continue with this hypothesis / Change direction / Need more data

Cascading Recommendations

• If a new PMF direction is found through interviews → Write an article with

  gr-blog-post

  (Validate market response)
• If a competitor's name is mentioned ≥3 times in interviews → Conduct in-depth analysis with

  gr-competitor

• Once PMF is confirmed → Launch growth with

  gr-b2b-growth

  or

  gr-oss-marketing

• If you need to recruit interview subjects → Select readers from

  gr-seo-patrol

  's GSC traffic, or directly use the "Token Top10 Interview Method" to pull the backend usage list
• If running influencer collaborations → Use the "Dual-purpose KOL interviews" to get interviews along the way (For influencer strategies, see

  gingiris-kol-outreach

  )
• If you need to set activation/payment targets after interviews → First lock in the behavior threshold by referring to the "Quick Check for Activation Benchmarks" above

Anti-patterns

• ❌ Asking "Would you pay for this?" → 100% of answers are fake
• ❌ Using questionnaires instead of interviews (Information density is 10x lower)
• ❌ Only interviewing existing users, not churned users (Churn users hold real value)
• ❌ Interviews longer than 45 minutes (Fatigue leads to perfunctory answers)
• ❌ Promoting your product during interviews (Pollutes answers)
• ❌ Giving up after sending only one invitation (Four touchpoints on Day 1/3/7/14 is the baseline)
• ❌ Revealing screening criteria in invitation scripts ("We're reaching out because you're a heavy user" → Users start performing)
• ❌ Defining activation as "registered/logged in" (Must be a behavior threshold)
• ❌ Not following up after interviews (Following up the next day with "Fixed/scheduled" is the cheapest retention action)