“Look at with survey data working out who are the ones who are staying the longest. So who's been subscribed for a while who's actively using your app — they're not basically have a subscription they've forgotten about but they're actively using your app, they're making the most of it. Asking them through a survey — that's a really good technique if you have a big database to make sure that your interviews are more focused.”

Filter your subscriber base before booking interviews — long-tenured AND active

Random user interviews waste slots on passive subscribers who forgot to cancel. First segment via survey to find subscribers who are both long-tenured AND actively engaged, then run deeper interviews against that narrowed list. Every interview slot now skews toward your high-LTV future, not noise.