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

Cohort-based Course

Learn psychological techniques to tease out surprising truths from your customers—and turn them into decisions your team can't ignore.

This course is popular

5 people enrolled last week.

I've worked with

HubSpot
Shopify.com
Yotpo
Doodle

Course overview

Talking to customers is great. But it's really only half the battle.

Everyone talks about customer interviews.


But no one shows you how to do them. Or how to make those conversations count.


Sure, there are blogs and books galore on what questions to ask your customers.


But questions are only the beginning.


They won't help you dig deep with your customers, or turn those insights into action.


Most marketers I know struggle with both, but no one is talking about it.


So let me tell you what no one else is:


Customer research isn't just about understanding your customers.


It's about understanding people at every stage of the research process:


The leaders who need to buy into your process.

The customers who hold the answers you're after.

The teams who'll turn your insights into action.


To create real impact with your research, you need to nail 4 critical phases:


1. Get leadership to buy-in on your research.


2. Go beyond surface answers to real customer insights.


3. Turn mountains of data into clear patterns.


4. Present findings that inspire real action.


Miss any one of these, and all that interview effort goes to waste.


But when you understand the psychology behind each phase?


You become more than just someone who "talks to customers."


You become the bridge between the customer voice and business decisions.


The trusted expert everyone turns to for customer insights.


That's exactly what this cohort is about.


It won't just be a bunch of psych theories or generic research playbooks.


I'm sharing everything I've learned from 14+ years of qualitative research, 1000+ customer interviews, and psychotherapy training – packaged into a clear process you can make your own (with my templates & scripts).


One that helps you spot insights others miss, and turn them into decisions your team can't ignore.

For marketers or copywriters in one of 3 camps:

01

Something feels off in your customer interviews. You get okay insights, but you're not positive it's the full story. Did you go deep enough?

02

You've got solid interview data but no reliable method for analysis. You second-guess your findings, and so does your team. 

03

You've got good insights, but can't get buy-in. All that interview effort going to waste. What's missing? Why can't they see what you see?

Transform your research practice:

From "Should we talk to customers?" to "When do we start?".

  • Get leadership bought-in & excited before you begin.
  • Know which problems need customer conversations (and which don't).
  • Get the right customers talking (recruitment strategies that work).
  • Build a sample that gets you real insights, not just confirming biases.

Walk out of every customer call knowing you got the full story.

  • Use psychology-backed techniques to build instant rapport (even as an introvert).
  • Master the art of going deeper without leading or biasing responses.
  • Turn "difficult" calls into breakthroughs using therapy-inspired approaches.

Be the bridge between raw data and strategic decisions.

  • Transform messy transcripts into clear, compelling patterns.
  • Spot hidden insights others tend to miss.
  • Make recommendations that can't be ignored and get the team excited.

Become the customer expert everyone listens to.

  • Present findings that get instant attention.
  • Turn skeptics into advocates.
  • Have leadership asking for your perspective.

Live interview demonstration.

Watch me bridge theory to action with a live interview of someone in the class.

Feedback on your technique.

Time to practice and get personalized feedback between sessions.

Bonus resources to cement your learning.

Proven templates and scripts for every stage of the research process.

Private community of peers.

Share homework, swap insights, and tackle challenges with like-minded peers.

This course includes

6 interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Week 1

Dec 2—Dec 8

    Dec

    2

    Session 1: Laying the Foundation: Crafting Purposeful Research

    Mon 12/23:00 PM—4:00 PM (UTC)

    Dec

    4

    Session 2: Decoding customers: The psychology of effective interviewing

    Wed 12/43:00 PM—4:00 PM (UTC)

    Dec

    6

    Office Hour / Open Q&A

    Fri 12/63:00 PM—4:00 PM (UTC)

Week 2

Dec 9—Dec 13

    Dec

    9

    Session 3: Conversations that Count: The Art of The Interview

    Mon 12/93:00 PM—4:00 PM (UTC)

    Dec

    11

    Session 4: From Data to Decisions: Analyzing & Sharing Customer Insights

    Wed 12/113:00 PM—4:00 PM (UTC)

    Dec

    13

    Office Hour / Open Q&A

    Fri 12/133:00 PM—4:00 PM (UTC)

What people are saying

        I thought I would just get more interview hacks but from one training, I actually understand what’s going on in interviews now. And Hannah has a degree to back this up. It’s kind of amazing.
Katie T

Katie T

Outbound Sales Strategist
        Hannah's workshop was awesome! She didn't just teach us basic tips and tricks, but we dug into the deeper Why behind what works—and she made practical, so I could apply it right away.
Maggie W

Maggie W

Sr Product Marketing Manager @ Yotpo
        I thought I was doing it right before - but I never got those big aha's I wanted. Since Hannah's training, my clients have been super impressed with the insights I'm able to hand over.
Karen S

Karen S

Messaging Strategist
        A splendid dive into the psychology of interviews. Actionable and easy-to-follow instructions on how to prep for the interview, stay in charge of the discussion, and make it fun.
Alina A

Alina A

Content Specialist
        Before Hannah’s course, I felt really awkward running interviews. Now I know how to make people feel comfortable and suss out useful information. I actually enjoy interviews now.
Kranthi K

Kranthi K

CEO & Founder
        I always felt my customer interviews were missing the mark. Hannah’s experience gave me confidence she could help - and it did. She showed me how to ask questions that dig deep for my copy.
Jenn D

Jenn D

Conversion Copywriter
        I'm so grateful you offered this, I now know what was missing in my interviews before and I feel super comfortable charging more for VOC research.
Natasha B

Natasha B

VOC Strategist
        Hannah’s training added a whole new depth and confidence to my interviews. What to look for, subtle cues to pay attention to, when to probe.
Kathryn M

Kathryn M

Managing Director
        Hannah freed me of my preconceptions about customer research and equipped me with a toolkit for surfacing honest feedback that I can use every day to grow my business. Through psychological concepts, the workshops provided a framework that help me get to the truth — whether interviewing clients and prospects or coaching my team.
Adam P

Adam P

Head of Product
        Hannah's training was well thought out, well-paced and she makes concepts easy to understand. Her psych background shines & I immediately understood that I was approaching customers in limiting ways. I'll use my new skills to dive deeper into customer problems & supplement churn & product surveys. Highly recommend this workshop!
Arit N

Arit N

Sr Director, Customer Success
        Even with years of practice interviewing people, I'm glad I've taken your workshop to get new knowledge into practice; the Circles Framework was the first and best, most comprehensive method to understand how people communicate, thank you so much!
Mabel R

Mabel R

UX Researcher
        I can't express how beneficial this workshop was to me. The frameworks Hannah offered completely changed my approach to interview prep. I feel empowered to get deeper insights and make better decisions. My only complaint is that Hannah hasn't written a book (yet).
Em Thomas

Em Thomas

Founder & Case Study Writer
        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 H

Matthew H

Customer Researcher
        I've taken loads of courses, read articles, guides & books on customer interviews. But this workshop was the best by far. Hannah struck the perfect balance between offering practical, actionable tips & sharing the underlying context to explain her approach. This workshop has significantly shifted my interviewing approach & is invaluable to my work.
Garrett J

Garrett J

Product marketer
        Hannah makes interviewing look effortless. But it’s not. It’s strategy, technique, empathy - and Hannah has it all. If you’re lucky enough to learn from her, do it.
Sophia D

Sophia D

Head of Copy & Research
        The workshop was excellent, I love that you gave us practical things to implement. It was executed to perfection and the mix of theory and practical exercises made it really dynamic.
Jesica L

Jesica L

Head of Design

Hi 👋 I'm your instructor

Hannah | Former psychotherapist turned customer researcher

Hannah | Former psychotherapist turned customer researcher

Everything I teach comes from what I’ve studied—qualitative research, behavioural psychology, jobs to be done theory, and psychotherapy—plus 14+ years of real-world research experience.


This training shares the same process clients pay five-figures for to turn research into real insights and decisions.


It’s not just theory or one-size-fits-all advice. It’s a practical, proven approach I use with businesses every day.

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

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