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Customer interview script

A 20-minute interview script that asks about past behaviour instead of pitching, so you collect evidence rather than compliments.

Use when: Use it for early discovery calls with people who might have the problem, before you show them any product or price.

CUSTOMER INTERVIEW SCRIPT (about 20 minutes)
Interviewee: [NAME, ROLE, ORGANISATION]
Date: [DATE]   Interviewer: [YOUR NAME]

OPENING (2 minutes)
"Thanks for your time. I am researching how [ROLE] handles [PROBLEM AREA]. I am not selling anything today. There are no right answers, and I am most interested in what has actually happened rather than opinions. Is it all right if I take notes?"

CONTEXT (3 minutes)
- Tell me a little about your role and a typical week.
- Where does [PROBLEM AREA] fit into that?

THE LAST TIME IT HAPPENED (8 minutes)
- Can you walk me through the last time you had to [TASK]?
- What triggered it? When was that?
- What did you do, step by step?
- Which tools, people or services did you use?
- How long did it take? What did it cost, in money or time?
- What was the most frustrating part?

WHAT THEY HAVE TRIED (4 minutes)
- Have you looked for a better way to handle this? What did you find?
- Why did you keep, or stop using, [ALTERNATIVE]?
- Who else is involved in deciding how this gets done, or in paying for it?

PRIORITY (2 minutes)
- Where does this rank against the other problems on your plate right now?
- If it disappeared tomorrow, what would change for you?

CLOSE (1 minute)
- Is there anyone else I should speak to about this?
- Would you be open to me following up if I build something to test?

AVOID
- Pitching your idea or asking "would you use this?"
- Asking what they might pay in the future
- Leading questions that suggest the answer

Replace every [BRACKETED] field. Delete any line that does not apply to you.