Customer interviews don’t just confirm what you already believed — they also shine a light on things you didn’t see coming.
Some of these are exciting opportunities; others are potential risks you need to handle early.

Opportunities

These are the unexpected doors your interviews open:

• A new customer segment you hadn’t considered

• A problem bigger than the one you set out to solve

• A new use case for your idea that customers keep mentioning

Example: You start by helping parents plan meals… but many mention how stressful grocery shopping is. That could open a new opportunity around delivery partnerships.

Risks

Risks show up when interviews reveal red flags:

• Customers don’t see the problem as important enough to solve

• They already have strong loyalty to an existing solution

• They face barriers (budget, regulation, culture) that block adoption

Example: You assume farmers will pay for new data tools, but interviews show most expect government programs to cover costs. That’s a risk to your revenue model.

How the Platform Helps

• Meta Analysis groups recurring themes so opportunities and risks become visible patterns

• Hypothesis Linking shows which opportunities strengthen your canvas and which risks challenge it

• Thematic Analysis highlights issues across multiple interviews so you know if something is an isolated comment or a broader trend

The Takeaway

Opportunities show you where to grow.
Risks show you where to be cautious.
Both are crucial for shaping a strategy that’s realistic, resilient, and customer-driven.