It seems like an obvious thing — why wouldn’t product managers want to do customer interviews at user conferences? The simple answer is that most teams do not take the time and effort to plan an effective customer interview program at their user conferences. Product managers receive a lot of feedback during user conferences. Unfortunately the feedback is scattered, not well structured, or consistently documented. The usual result is a set of anecdotes collected from a small subset of customers. It is hard to turn feedback can into actionable intelligence. Product managers should do customer interviews in a structured process at user conferences.