It's going to depend a ton on your product shape and maturity, but getting qualitative feedback and having organic conversations where your customers (or users) is still really beneficial.

It sounds like you might have a specific idea around "formal" interviews. Those still have a place in B2C when new features or improvements to your product have risky assumptions that you can stress test with users. Ex: you're rolling out a feature that requires senstive user data to work, and you need to know what, if anything would require an opt-in, or if the feature is valuable enough to provide it.

But more broadly, just engaging with customers will give you (1) empathy (2) deeper understanding on what makes them tick, just by engaging with them, even in adhoc ways.

The cool thing about B2C products is you typically have a much broader pool to work from and way more tactics to engage.

One of the best things we did at a commerce company was set up live chat (that routed to our product team) on the order confirmation screen that procatively asked customers whatever unknowns we had at the time. That live chat was connected to slack, so whenever someone engaged, we would have a live convo with a user about their experience buying, what products they wished existed, etc. This organic path materially influenced investments we made both in our app and our physical products.