Workshop: Mastering Customer Interviews with AI as Your Co-Pilot

We're excited to have Martha Malloy lead a workshop on Mastering Customer Interviews with AI as Your Co-Pilot. 

This workshop helps Product Managers elevate your customer interviewing skills by focusing on effective research planning and interview moderation techniques. You will explore how AI tools can augment (not replace) your research process and avoid common pitfalls that lead to unreliable data and unactionable insights. Through a series of interactive exercises, you will practice developing targeted research questions, crafting engaging discussion guides, and building your facilitation confidence through mock interviews.

The workshop is ideal for early to mid-career PMs who have conducted some customer interviews but want to enhance the quality of insights they gather. It's also suitable for PMs who are looking to integrate AI tools into their research workflow without compromising research integrity.

Learning outcomes:

1. 1. Apply AI tools thoughtfully to enhance interview preparation and moderation
   2. Create research plans that tie directly to achieving specific product goals
   3. Develop discussion guides with non-leading questions focused on past behavior rather than speculation
   4. Practice effective interviewing techniques and recognize common anti-patterns
   5. Get buy-in for cross-functional participation in the customer interview process

Instructor Bio:

Martha Malloy is a seasoned product discovery coach dedicated to transforming how teams approach customer research. As founder of Product Bets & Jams, she partners with product trios across industries to elevate their discovery practices into engines of growth.

With 20+ years of experience spanning product management, design, and UX research, Martha brings a holistic perspective to her coaching. She's helped teams from startups to Fortune 500s build products customers genuinely love while accelerating their path to insights.

Martha's hands-on approach combines proven frameworks with cutting-edge techniques, including thoughtful AI integration to enhance human-centered research. Based in Toronto and working globally, she empowers teams with the confidence to conduct meaningful customer interviews that drive better product decisions.

Event Tickets:

This event is open to all TPMA members and has an enrolment fee of $50. There are only 20 spots available for this workshop. If you want to attend, you must create a TPMA account.

Event Location

This will be a virtual event. Zoom link will be shared in the event registration email. 

For accessibility concerns, please contact us at info@tpma.ca.