How to get inside your customers' heads

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3 Days

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Cohort-based Course

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

clients include

HubSpot
Shopify.com
Yotpo
Doodle
Toyota Australia

Course overview

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

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. 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.


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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.

This workshop is for you if...

01

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

02

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

03

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

Key outcomes

Read customers like a therapist 

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

Become the customer expert everyone defers to

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

Build unshakeable confidence in how you run customer calls

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

Turn difficult customers into open books

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

Earn your seat at the decision table

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

What’s included

Hannah Shamji

Live sessions

Learn directly from Hannah Shamji in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Maven Guarantee

This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.

Course syllabus

4 live sessions • 8 lessons

Week 1

Jun 17—Jun 19

    Jun

    17

    Getting to good data: Using psychology to lead better interviews

    Tue 6/173:00 PM—4:30 PM (UTC)

    Jun

    18

    Navigating a good interview: Structure that doesn’t kill the spark

    Wed 6/183:00 PM—4:30 PM (UTC)

    Jun

    19

    Mastering the moment: Real-time moves of a skilled interviewer

    Thu 6/193:00 PM—4:30 PM (UTC)

Post-course

    Jun

    20

    Bonus AMA with Hannah: Questions, review and practice

    Fri 6/203:00 PM—4:00 PM (UTC)

Bonus

    Before the call

    3 items

    Prepping for the call

    4 items

    Seeing the call in action

    1 item

What students are saying

Meet your instructor

Hannah Shamji

Hannah Shamji

Former psychotherapist turned customer researcher

My work blends 15 years of research experience with a deep foundation in psychology.


That means I don’t just talk to customers—I decode them. In this workshop, I’ll show you how to do the same:


Run interviews that crack your customers wide open (don’t worry, just metaphorically)—so you can turn rich insight into sharp business decisions.

What even more students 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
A pattern of wavy dots

Be the first to know about upcoming cohorts

How to get inside your customers' heads

This workshop is focused on customer interviewing and sharing findings - what happens in the room and after. We won’t cover:

This workshop is focused on customer interviewing and sharing findings - what happens in the room and after. We won’t cover:

🚫 Quant methods 

This cohort is focused on in-depth 1:1 research interviews - not methods that rely on scale (ie. surveys).

🚫 Data analysis

This workshop won’t cover how to analyze qualitative data.

✅ Sharing findings

This is on the agenda! We'll cover it in the final workshop - because running the best interview is pointless if you can’t share the findings in a way that sparks action.

Frequently Asked Questions