Before developing a product, the biggest mistake many founders make is jumping straight into building—without first understanding whether the problem they want to solve actually exists. Interviewing the right people who represent your target audience is the foundation of any solid validation process. But the question arises: where do you find these interviewees if you don’t yet have a product, user base, or audience?
The good news is that there are several ways to find people willing to talk—and learning from them can save you months (or even years) of effort in the wrong direction.
1. LinkedIn: The Professional Network as an Ally
LinkedIn is an excellent starting point when your target audience can be defined by job title, location, or background.
You can:
- Search for specific roles (e.g., “hospital operations manager” or “B2B marketing director”).
- Explore the results—which include both your direct and second-degree connections.
- Reach out in two ways: connection requests or direct messages.
Tip: Be straightforward, explain the purpose of the interview, and acknowledge the person’s time. Transparency and conciseness significantly increase your response rate.
2. Forums and Communities: Where Conversations Happen
Online forums and communities are natural environments where people discuss their challenges and passions. They’re perfect for finding interviewees genuinely interested in the topic.
Reddit:
- Look for specific subreddits related to your problem or industry.
- Use Google to refine your search:
site:reddit.com + your keyword. - Read the discussions and identify engaged users—they make great potential interviewees.
Quora:
- Explore relevant topics and see who frequently answers questions.
- These people usually know the subject well and represent the audience you want to understand.
Example: If you’re developing a productivity app, look for topics about “time management” and see who comments, answers, and shares real pain points.
3. Twitter (X): Where People Express How They Feel
Twitter is a goldmine for those who know how to listen. People express opinions, share frustrations, and talk about what works—or doesn’t.
How to use it:
- Search for phrases or hashtags your audience might use.
- Observe who comments on the problem your product aims to solve.
- Interact authentically: like, comment, and only then send a direct message (DM) explaining your research.
Tip: Personalize your outreach. Show that you’ve read what the person wrote and that you’re genuinely interested in learning—not selling.
4. Look at Competitors: The Audience Is Already There
If companies already exist in your market, they likely have an active audience—and you can learn a lot by observing them.
How to do it:
- Analyze who comments, likes, and shares posts on competitors’ social media.
- Read comments on their blogs and ads.
- Identify the most engaged participants and reach out respectfully.
Why? These people have already shown interest in the topic and are usually open to sharing their opinions.
Conclusion: Interviews Are Bridges, Not Surveys
Finding external interviewees is not just an operational task—it’s an exercise in empathy. It’s about listening, understanding, and validating what people truly need before investing time and resources in development.
LinkedIn, Reddit, Quora, Twitter, and even competitors’ channels are rich sources of learning. The key is to approach each contact with respect and clarity: explain your goal, value their time, and stay focused on learning—not convincing.
When done right, every conversation becomes a compass—pointing the way toward a product the market truly wants.