Requirements elicitation is widely seen as a crucial step towards delivering successful software. In the context of emerging cloud systems, the question is whether and how the elicitation process differs from that used for traditional systems, and if the current methods suffice. We interviewed 19 cloud providers to gain an in-depth understanding of the state of practice with regard to the adoption and implementation of existing elicitation methods. The results of this exploratory study show that, whereas a few cloud providers try to implement and adapt traditional methods, the large majority uses ad-hoc approaches for identifying consumer needs. There are various causes for this situation, ranging from consumer reachability issues and previous failed attempts, to a complete lack of development strategy. The study suggests that only a small number of the current techniques can be applied successfully in cloud systems, hence showing a need to research new ways of supporting cloud providers. The main contribution of this work lies in revealing what elicitation methods are used by cloud providers and clarifying the challenges related to requirements elicitation posed by the cloud paradigm. Further, we identify some key features for cloud-specific elicitation methods.