When picking your customer interviews, diversify!
The biggest mistake product managers make is to only focus on high-worth customers. While this is important because a large chunk of your revenue may be coming from them, their relationship to your product is probably very different from the rest of your customers.
We recommend selecting a variety of customers, from high value to users on your lowest value plan.
Within this spectrum, segment for power users, average users and nearly inactive (or at-risk) users. This will give you the opportunity to understand why some customers are hooked and why others aren’t.
Ideally, speaking to a diverse set of customers will help you identify what’s working, plus get you thinking about what kind of conditions you need to create to activate and engage more users.