Hannah Shamji

Beyond the Script: Master the art & psychology of customer interviews

Cohort 3

Cohort 4

Grab my free guide to see how I ask questions that lead to real insight from your customers, not just polite aord interesting answers.

The customer interview question bank

Product managers who drive strategy, development, and launch of products.

Conducting user interviews, surveys, and usability studies to understand customer needs and validate decisions.

Identifying opportunities and validating what to build through customer research, experimentation, and prioritization.

Master the art & psychology of customer interviews - and become the go-to person for rich insights & deep customer understanding

Former psychotherapist turned customer researcher

How to get inside your customers' heads

Product and Content Marketing Manager

Sr Director of Content Marketing

B2B Content Writer/Freelancer

Messaging strategist for B2B SaaS

Founder

Product Marketing Manager

SVP Marketing 

You know that sinking feeling when you finish a customer interview and think... "Did I learn anything I don't already know?""Did I miss something important?""Did I even ask the right questions?" Most of us learned customer interviews the hard way - self-taught through blog posts, tiny modules in marketing courses, and a lot of trial and error. We know to "dig deep" and "ask good questions," but there's no roadmap for what that actually looks like in practice. Here's what I've learned after 15 years of experience running 1000s of research interviews: It's not enough to find better questions to ask. That's a bandaid solution. Real, breakthrough insights happen in the spaces between your questions. When someone says "it was fine" or gives you that polite, safe answer - do you know how to help them get specific without making it weird? When you sense there's more to the story, can you follow that thread and convince them to open up? When you notice the energy shift as they share - do you know how to lean in and unpack what's really going on? These moments - the pauses, the unspoken emotions, the throwaway comments, the things they almost said but didn't - that's where the real insights hide. But most of us walk right past them because we don't know what to do next. In this cohort, you'll learn exactly what to do in these moments. → How to engineer genuine curiosity that pulls people deeper into their stories instead of pushing them away. → How to build trust and safety so people feel comfortable sharing things they didn't plan to tell you. → How to steer clear of your own bias and assumptions so you can actually hear what they're saying. → How to package and present your insights so your team actually acts on them (instead of filing them away). Most importantly, you'll develop the instincts to recognize these opportunities in real time and the confidence to act on them. - - - Testimonials - - - "Hannah's training was outstanding - one of the best I’ve taken. I was impressed by the depth of knowledge I gained. She offered invaluable insights into customer interview techniques. I left with actionable strategies to enhance my interviews, which I’m eager to apply. High recommend this training! It's a rare and invaluable resource in this field." - Matthew, Customer Researcher "I've done a few customer interviews before taking beyond the script. And whether I go in with a set of questions or wing it, I always feel like I'm floundering, fumbling with my notes, and ended up not digging deep enough. Hannah gave us a system for doing good interviews -- from the prep to the actual interview. I'm already seeing changes in my thought process from the first lesson. If you need someone to teach you how to dig the good data out of your customers, Hannah's your best option." - Dhiya, Messaging Strategist "I thought I was doing it right before - but I never got those big aha's I wanted.&nbsp;Since Hannah's training, my clients have been super impressed with the insights I'm able to hand over." - Karen S, Messaging Strategist This ^ is what happens when you know how to create the right conditions for breakthrough insights. When you can walk into any customer conversation with the psychology, the techniques, and the confidence to uncover what really matters. And it's exactly what you'll master inside this cohort. When you can consistently uncover insights others miss - and walk away from every customer call knowing you got rich intel - everything changes. You become the person leadership turns to for customer understanding. The one whose research actually redirects product / marketing strategy because you know how to translate messy customer conversations into clear, actionable insights. The one who doesn't have to fight for a seat at the table because everyone already wants your POV. - The next cohort runs Sep 29 - Oct 3. 5 live sessions (1hr a day for 5 days). Small group. Hands-on practice with real scenarios. And because I can only work with 15 people at a time to give you the attention this work deserves, spots are limited. - Stop walking away from customer calls wondering what you missed. Come join the cohort.

The moment you realize you've been having the wrong conversations with customers

Course syllabus

You talk to customers - even if your title isn't Researcher - and want your insights to actually shape decisions / strategy.

You know there's deep truth in customers' heads but can't always get past the polite answers they give you.

You want an edge - to be the one who understands what customers want and need better than anyone else.

This workshop is for you if...

Key outcomes

Spot the difference between what customers say and what they actually think and do - so you get psychological truth, not just polite responses.

Read customers like a therapist 

Build the reputation as the one who truly understands what drives customer decisions when others just collect surface feedback.

Become the customer expert everyone defers to

Walk into any customer conversation knowing exactly how to get the insights you need - no more hoping for good answers.

Build unshakeable confidence in how you run customer calls

When customers shut down, give vague answers, or seem guarded - you'll know exactly how to draw out their real thoughts.

Turn difficult customers into open books

Become the voice the team can't ignore - the person leadership turns to when they need to deeply understand the customer voice.

Learn directly from Hannah Shamji

Hannah Shamji

Courses

How to get inside your customers' heads

Lightning Lessons

How to get closer to your customers in 30 minutes

Watch me interview a real customer—live and unscripted

Run more insightful customer interviews

Resources

The customer interview question bank

The customer interview question bank