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

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

Hannah Shamji

Former psychotherapist turned customer researcher

How to get inside your customer's heads

HubSpot

Shopify.com

Yotpo

Doodle

Toyota Australia

Not just someone who talks to customers - but someone who knows how to get under the surface. Someone who walks into a call with confidence and clarity, and walks out with insight no one else could have found. Most teams have a shallow understanding of their customers. They leave interviews with answers that sound helpful… but don’t actually move the work forward. Don’t shift strategy. Don’t spark anything new. It’s a lot of promise, and wasted time - but even more wasted opportunity. That's because talking to customers isn’t just about talking or asking smart questions. It’s about reading people in real time. It’s about noticing when someone’s giving you a safe answer - and knowing how to coax out the messy truth. It’s about making the conversation feel like a comfortable chat - while quietly digging for critical insight the business really needs. This balance of managing both the customer and the business is what separates someone who “talks to customers” from someone whose insights change what gets built. When you understand how your customers think and make decisions - and how to relay those insights back into the business in a way that sticks - you become a voice the team can’t ignore. You become the person people want in meetings. The one leadership listens to. The one who doesn’t have to fight for a seat at the table - because everyone’s already looking to you for your POV. That’s the edge this workshop gives you. This cohort teaches you the exact approach I use to lead $35K+ research projects - blending psychology, conversation design, and interview techniques to help you unlock insight that actually matters. But it doesn’t stop there. You’ll also learn how to share what you’ve found in a way that earns trust, shifts thinking, and drives action. So your insights don’t just get heard, they get used - and they get the team excited. That’s what makes you invaluable. Not just talking to customers - but bringing fresh insight into the business that shapes the roadmap and pumps up the team. That’s the kind of work that gets noticed - and remembered. Here's what clients have told me - unprompted. It's one thing to ask for a testimonial, it's another to do such a good job, you get impromptu thank-you notes like these: "Hannah that was excellent. By far the clearest and ost articulate view of how our business and customers work than anybody has been able to present in the past 5 years." - CEO "Hannah, I've been really impressed with your research and methodology. It's been thorough, professional and the results really well laid out. I probably don't need to tell you this but that's super important to get people bought into the findings as actions as well - so thank you. I know a lot of startups would really benefit from this, are you happy for me to give you a shout in some founder Whatsapp groups I'm in with most of London's top startups?" - Founder "Thank you so much Hannah! You are such a great presenter - the team is jazzed." - CMO "Thank you for the introduction to Hannah. She is a joy to work with and I'm really happy with the results. On top of that she's an absolute pro at making sure clients feel listened to and in the loop with what she's doing. I'm now exactly where I want to be for this part of the business - so thank you again." - CEO and Founder writing to a colleague who referred me to them Happy clients and high-flying testimonials are what happens when you know how to deliver the goods. When you can walk into any customer conversation with the right strategy, the right questions, and the confidence to dig for what really matters. When you can take what you find and package it in a way that gets the whole team excited to act on it. These testimonials aren't accidents - they're the result of a systematic approach to collecting and sharing customer insight. An approach I'm going to teach you, step by step, in this workshop.

Become the only person your team trusts to understand customers deeply.

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

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

You want to be the go-to customer expert - 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 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 understand what customers really want.

Earn your seat at the decision table

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

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This workshop won’t cover how to analyze qualitative data, but you’ll get a simple cheat sheet to help you get started.

🚫 Data analysis

Super important and deserves its own training. But you’ll get a quick reference sheet to help you frame findings that spark action.

🚫 Sharing findings

This workshop is focused on deep, 1:1 qualitative interviews—not methods that rely on scale.

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