What do you know about our company?”

Sound obvious? Sometimes the best technical interview questions are — and they’re more revealing than you might expect.

Alan Hattman, Manager of Talent Acquisition at Peloton Technology, has a yikes-worthy story that proves that the importance of research can’t be stressed enough: While he was looking to hire a Director of Marketing, not one but two candidates thought they were interviewing for a different company with a similar name.

“They thought we were a bike company,” Hattman says. (Peloton Technology is a vehicle technology company. The interviewees had confused it with Peloton Cycle.) “They even talked about how they used our product and everything. So those were automatic fails. Do your homework. Research the job and the company you’re applying for.”

When it comes to reading up on a prospective employer, Jenna Kass, Recruiting Manager at Tableau Software, says she always appreciates when “candidates take the time to research our company from a business standpoint.” Before you walk into the interview, find out who the company’s competitors are and gather information about their audience or customers.

The last step is to build on your research with your own expertise. ShipMonk CEO Jan Bednar asks candidates for feedback about his company’s product—specifically for changes they’d make. His ideal response “would not only explain what they would like changed but also how they would change it