Interview Participants
What are interview participants?
Interview participants are the people who product teams recruit to participate in customer interviews as part of continuous discovery. These participants can include existing customers or users, former or prospective customers, or people who fit a particular demographic or behave in a specific way when using the product.
Each team has its own needs when it comes to selecting interview participants. The key is first defining who you're hoping to speak with based on what you need to learn, then choosing recruiting methods that help you reach those particular people.
How do teams recruit interview participants?
Teams typically need to try multiple recruiting approaches to find what works for their context. Insider connections provide an easy starting point—asking friends, colleagues, or customers you already know. But this isn't sustainable long-term if you're aiming for weekly interviews.
Many teams use their existing product touch points. In-product screeners like Ethnio can pop up questions to identify interested customers and route them to scheduling. Sales pipelines offer another source—prospects who are already engaged but haven't bought yet. Some teams recruit through customer-facing colleagues who can identify people willing to talk.
When should teams use recruiting platforms?
For teams who need to reach beyond their current customer base—particularly early-stage startups without customers yet—recruiting platforms like UserInterviews connect you with people who match your criteria. These platforms maintain communities of potential participants who are compensated for their time.
The challenge with broad platforms is filtering. You need to build screener surveys that help you connect with the right people while making it hard for participants to game the system. Since people are motivated by compensation, they may try to match with as many studies as possible. Clear criteria and thoughtful screening questions help you find participants who genuinely fit your needs.
Learn more:
- Tools of the Trade: Recruiting Customer Interview Participants
- Tools of the Trade: Finding People to Interview Before You Have Customers
- 3 Best Practices for Adopting Continuous Product Discovery
Related terms:
- Customer Interview
- Automate Your Recruiting
- Ideal Customer Profile
- Continuous Discovery
Last Updated: October 25, 2025