Step 1: Determine the objectives Step 2: Preparing the interview questions Set up, recap/verify screener input (three minutes) Problem interview (10 minutes) Solution demonstration plus interview (15 minutes) Final thoughts (two minutes) Step 3: Finding the venue(s) and mapping out team logistics Step 4: Advertising for participants Step 5: Screening participants and scheduling time slots Interview Phase (One Day) Prepping the venue Participant compensation, café etiquette, and tipping Conducting the interviews Extracting succinct notes Analysis Phase (Two to Four Hours) Recap 9. Designing for Conversion Seeding Growth Hackers Using the Funnel Matrix Tool Why a Matrix and Not a Map? Rocking the Funnel Matrix The Vertical Axis Suspect stage Lead stage Prospect stage Customer stage Repeat User stage Reference User stage The Horizontal Axis User’s Process Desired Action Business Task