You should conduct buyer persona interviews with all of the following people EXCEPT:
- Your customers.
- Prospects actively going through the sales cycle.
- People who never considered your solution.
- People who considered your solution, but chose a competitor.
Explanation:
As a marketer you should focus your efforts improving your buyers experience and not interrupt them during the active sales cycle. Providing excessive information is not a good practice. Focus your efforts at the touchpoints when users need your help.