Once a product reaches the market, the work of learning and improvement is only just beginning. At this stage, talking to real users is one of the most effective ways to understand what truly works — and what still needs to evolve.
The challenge is that it’s not always easy to find the right people to talk to. Sending mass emails to the entire customer base feels impersonal and usually generates few responses. The key lies in identifying your most engaged users — those who either love your product or have something about it that bothers them. These are your best interviewees because they care enough to share honest experiences.
Below are some practical ways to find them within your own user base.
1. Use the Company Chat as an Ally
Chat tools are powerful — both for providing support and for learning from your users. Platforms like Olark, Tawk.to, or Intercom.io store valuable conversations that reveal what customers really think.
Passive approach: Request access to chat logs and look for messages from people who praised, criticized, or suggested something. These interactions are an excellent starting point for inviting the customer to a quick, personalized conversation.
Active approach: If your system allows it, you can reach out to users who are online at that moment or ask the support team to invite some of them to a brief chat with the product manager. When contact happens right after a real experience, the conversation tends to be richer and more natural.
2. Pay Attention to Your Blog
If your company maintains a blog, the comments section is a gold mine. Those who comment usually know the product well — and, more importantly, want to be heard. Take advantage of that engagement to invite them to share their opinions in a short chat. They’re often open and collaborative in their responses.
3. Talk to Your Power Users
Every customer base has a group of highly active users — the so-called power users. They’re the ones who buy frequently, use the product every day, or send multiple messages.
They know the experience inside out and have a sharp eye for detail. Because they’re more emotionally invested, they also tend to engage more willingly in interviews and feature tests.
4. Observe What’s Happening on Twitter
Social media provides a direct channel for spontaneous feedback. On Twitter (or X), look for people who mention your brand, reply to your posts, or share content about your product.
These users have already shown public interest and often appreciate the chance to speak directly with someone from the team. A personal direct message can yield valuable insights — and strengthen your relationship with the community.
Conclusion
Finding interviewees internally isn’t about volume; it’s about relevance and empathy. The best conversations come from those who truly live your product — whether through enthusiasm or frustration.
By identifying and approaching these users in a human and personalized way, you not only collect more accurate feedback but also strengthen trust and connection between your company and its customers.
In short: before looking for answers outside, look within. Your most engaged audience is already speaking — you just need to learn how to listen.