100 Questions for Customer D
Question
1. What do you do professionally?
2. Who handels the process (you're improving) at home/at the
3. Tell me more about your role at the company
4. Specific relevant questions related to your customer (i.e.,
5. How much time do you spend on (process you're improving
6. How much money does (the problem) cost you?
7. Do you find it hard to deal with (the problem)?
8. How important is finding a solution for (the problem) to you
9. Tell me about the last time you expereinced (the problem)?
10. Tell me about the last time you dealt (the processed you'
11. How much does having this problem cost you in time, mon
12. If you had a (better) solution to this problem, what would
13. What would change if you did not have this problem?
14. What are the benefits for you in having this problem?
15. What were you looking for in other solutions when you researched solutions?
16. What kind of person you think would benefit the most from
17. What's the hardest part of your day?
18. What jobs are you trying to get done in your day?
19. What problems make getting your jobs done harder?
20. How are you currenrlt solving these problems?
21. What tasks tak up the most time in your day?
22. What would make your life easier?
23. What is the hardest part about being a (dempgraphic / tole
24. What are your biggest professional responsibilities / goals
25. What are your biggest personal responsibilities / goals?
26. Do you know anyone who is looking for this sort of solution?
27. Who else do you know faces the problem?
28. When did you last discuss this problem with others? What did you talk about?
29. What were the last three times you faced this problem?
30. Can you describe what happened the last time you faced this problem?
31. Have you ever researched other solutions to your problem
32. Do you have a budget for this solution?
33. In the past (week / month / year), how often have you
experienced this problem?
34. What could be done to improve your experience with (the p
35. 5 * Why?
36. Which other similar products have you tried?
37. What was your experience with other similar products?
38. What would a competing prouct need to offer to make you
39. What alternative would you use?
40. What product do you wish you had that doesn't exist yet?
41. What do you think could be done to help you with (the pr
42. What would your ideal solution to this problem look like?
any imagibable solution to this problem, what would it look
like?
44. What is the hardest part about (the process you're improv
45. What are you currently doing to solve (this problem / get t
46. What do you like / dislike about (competing product or solu
47. What were you expecting when you bought the product?
48. How does this product compare
49. Where have you looked for solutions to your problem?
50. Can you describe the steps you went through when you bought this product?
51. Do you get frustrated with the solution you currently use?
52. What made you purchase this product in the first place?
53. Would you refer this product to others? And why (not)?
54. If you could no longer use this product, how would you fee
55. What (if any) alternatuve will you consider if this
product were no longer availiable?
56. Have you recommended this product to anyone?
57. How did you describe this product when you recommended
58. What do you think of this product?
59. (How) would this product solve your problem?
60. What would make you want to try this product?
61. Would you ever use this product?
62. We are thinking about starting with 10 test users next
week. Do you want to be on that list?
63. What would currently prevent you from using this
product if it became available?
64. This product costs $. Would you buy it?
65. Can you see yourself buying this product?
66. How much are you paying for your current solution?
67. What made you switch to this product?
68. What is your most favourite aspect of this product?
69. How can we improve this product to better meet your product?
70. How would you improve this product?
71. What would make you want to tell your friends about this
72. What might improve your experience using the product?
73. What motivates you to continue using this product?
74. What's the hardest part about using this product?
75. What features do you wish the product had?
76. What is your least favourite aspect of this product?
77. What was the most surprising to you when you used the product?
78. Can you show me how you use the product?
79. What frustration has this product solved for you?
80. (Summarize some of your key takeaways) - is that accurat
81. So based on the conversation, it sounds like x is really
hard for you, but y is not. How accurate is that?
82. It sounds like x is very important to you, while y is not. Ho
83. Is there anything else you think I should know about that I
84. Can you tell me more about x?
85. What makes you say that?
86. Can you help me understanding your thinking?
87. What other options did you consider?
88. What else?
89. Go on...
90. Can you tell me why you (did that, made that choice,..)?
91. Okat, so you say (repeat what the customer said), ... (pause)
92. Do you know anyone else who might be also have this
probem that I could ask similar questions to?
93. Would you like to be kept up to date on how the
product deveops? (Ask for email)
94. Can I follow up with you if I have more questions? (Ask for email)
95. How did people describe the product to you when they told
96. Has anyone told you about this product?
97. What is the last thing you saw or heard about this
product that made you buy it?
98. How have you learned about this product?
99. How would you search for this product in Google?
100. What made you consider trying the product after people d
100 Questions for Customer Development Interviews (B2C)
Goal Notes
Find out more about the customer
Find out more about the context
Find out more about the context
Find out more about the customer
Find out more about the context This helps you scale the problem
Find out more about the context This helps you scale the problem
Find out more about the context
Find out more about the context This helps you scale the problem
Asking for past experiences gives a better and
Find out more about the context more factual insight in that experience
Asking for past experiences gives a better and
Find out more about the context
more factual insight in that experience
Find out more about the context This helps you scale the problem
Find out more about the value of a soluti This helps you scale the problem
Find out more about the value of a soluti This helps you scale the problem
can help you find barriers for a solution in
Find out why a solution may not be adop some cases.
en you researched solutions?
May give insight in how customer sees
Find out more about the context themselves or the problem context
Find out more about the context
If there are no alternative solutions, it may be
Find out what customer wants to achievea non-important problem
Discover problems
Find out what alternative solutions
the customer uses Customer may describe problems to be solved
Find out more about the context
Discover problems Customer may describe problems to be solved
Discover problems
Find out more about the context
Find out more about the context
Redirect makes it easier to get a honest,
of solution? personal solution
ers? What did you talk about?
Asking for past behaviour makes it more factual
you faced this problem? Asking for past behaviour makes it more factual
Insight in the way they solve their problem
Insight in value of the problem
Get more examples of the problem occurrAsking for past behaviour makes it more factual
Find out more about the context
This is something you can use to really dig
down into why a customer tries to get a
certain job done
Find out what alternatives the customer hTip: you can also ask this question about a compe
Find out what customer likes / dislikes
about competing products Tip: you can also ask this question about a compe
Find out priorities of features Tip: you can also ask this question about a compe
Find out what alternative solutions are known
keep asking why that solution would solve the
Discover potential features problem for them
keep asking why that solution would solve the
Discover potential features problem for them
keep asking why that solution would solve the
Discover potential features problem for them
keep asking why that solution would solve the
Discover potential features problem for them
Find out more about the context
Find out what alternative solutions are known
Find out priorities of features
Tip: you can also ask this question about a
hen you bought this product? competing product
ently use?
conversion are working to reach new
Tip: you can also ask this question about a
customers
competing product
Tip: you can also ask this question about a
Find out priorities of features competing product
Tip: you can also ask this question about a
Product / Market Fit validation competing product
Tip: you can also ask this question about a
What is the second-best alternative?
competing product
Find out if they like it enough to recommend it
Find out how they describe it in their own language
Listen to whether they talk about wanting to
use the product or how it could be improved.
Find out about expectations It is hypothetical, but does give insight in custome
Find out about expectations It is hypothetical, but does give insight in custome
Find out about expectations It is hypothetical, but does give insight in custome
Find out how important the solution is to them
times when you ask this question, no product. Potential hurdles might be budget,
matter how small the price, you will time, perception’s of the product’s value, a
price, you will start hearing key insights that
Find out how important the solution is to you wouldn’t have heard otherwise.
Helps to size the opportunity
Find out what helped customer made
Tip: you can also ask this question about a
up their mind to purchase
competing product
Find out what people do like Tip: you can also ask this question about a compe
t your product?
Find out about priorities
When does it become a good story
Tip: you can also ask this question about a compe
Tip: you can also ask this question about a compe
Tip: you can also ask this question about a compe
Find out what aspects people don't like Find out what aspects people don't like
used the product? Tip: you can also ask this question about a compe
Rich information on how the product used earlier in the process. It shows the
is used and problems occur expectations of the user
Find out what the product brought Tip: you can also ask this question about a compe
You should do this throughout the interview to
Clarification make sure you captured the information
Do this throughout the interview to make sure
Clarification you captured the information
Do this throughout the interview to make sure
Clarification you captured the information
Do this throughout the interview to make sure
Get introductions you captured the information
Dig deeper in an answer
Dig deeper in an answer
Dig deeper in an answer
Dig into decision process
Get more examples
Dig deeper in an answer
You can use this to get even more out of
d), ... (pause) them, it prompts them to continue
This is a small form of validation if they’re
Get introductions willing to give you referrals
This is a small form of validation if they’re
willing to give you referrals
This is a small form of validation if they’re
s? (Ask for email) willing to give you referrals
Find out what people describe and
what words they use Tip: you can also ask this question about a compe
Tip: you can also ask this question about a compe
Find out what helped customer made
up their mind to purchase Tip: you can also ask this question about a compe
Tip: you can also ask this question about a compe
Find out what search terms they might u Tip: you can also ask this question about a compe
What is the key that helps them make a dTip: you can also ask this question about a compe
Tags
Customer segmentation
Customer segmentation
Customer segmentation
Customer segmentation
Customer segmentation Problem Validation
Customer segmentation Problem Validation
Problem Validation
Problem Validation
Problem Validation
Problem Validation
Problem Validation
Problem Validation
Problem Validation
Problem Validation
Problem Validation Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery Problem Validation
Problem Discovery Problem Validation
ore factual Problem Discovery Problem Validation
ore factual Problem Discovery Problem Validation
Problem Discovery Problem Validation
Problem Discovery Problem Validation
ore factual Problem Discovery Problem Validation
Problem Discovery Product Discovery
Problem Discovery Interview Process
bout a compeProduct Discovery
bout a compeProduct Discovery
bout a compeProduct Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery
Product Discovery Product Validation
Product Discovery Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
ht in customeProduct Validation
ht in customeProduct Validation
ht in customeProduct Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation Problem Validation
bout a compeProduct Optimization
Product Optimization
Product Optimization
Product Optimization
Product Optimization
bout a compeProduct Optimization
bout a compeProduct Optimization
bout a compeProduct Optimization
Product Optimization Product Discovery
bout a compeProduct Optimization Product Validation
Product Optimization Product Validation
bout a compeProduct Optimization Product Validation
Interview Process
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation
Product Validation Problem Validation
Product Validation Problem Validation
Product Validation Problem Validation
bout a compeMarketing Validation
bout a compeMarketing Validation Problem Validation
bout a compeMarketing Validation
bout a compeMarketing Validatio Product Optimization
bout a compeMarketing Validation Product Optimization
bout a compeMarketing Validation Product Optimization
Customer Discovery Interview Questions (B2B)
Topic Sample Questions
What is your role?
What are your responsibilities?
Demographics
How long have you been working in this company?
With what department and business unit are you affiliated?
How many people report to you?
To whom do you report?
Can you walk me through a day in your work?
What are your objectives this year?
Business Drivers
How will you be evaluated this year?
After the New Year’s Holiday, when you look back at this year,
how will you know if you have been successful?
Do you expect these objectives to be different next year?
What are your clients typically trying to achieve with your products?
What keeps you up at night? Why?
roblem Priorities
Problem Priorities
What are your top three challenges?
Out of these X problems, which would you say are your top
three?
What keeps you from acquiring more users / what keeps
you from doing x, y or z (main objective)?
What would be the first thing you would change about your work
How are you currently solving this problem?
How do you typically work around this problem?
Problem Drilldown
Are there, in your perspective, ways technology can help with this problem?
Do you expect this problem to improve, worsen or stay
the same in the upcoming year? Why?
How are you currently planning to solve this problem?
Tell me about (problem)?
Why is this a significant problem?
How do you feel about the current situation?
Intensity of pain
What would be the impact of solving this problem?
How many people are affected by the problem?
What percentage of day/week do you spend fixing problem X?
How much would you be willing to pay an external contractor to
manually solve this problem?
Who else in your company shares these problems?
Problem ownership
Who would most benefit from solving this problem?
Problem ownership
Whom else in your company should we be speaking with
regarding this problem?
Who is involved with doing X?
Decision-making power
What was the last technology purchase that you’ve been involved in?
Who also is involved in decision making?
Do you purchase your own tools and technology?
Do you need to ask for approval before purchasing new tools or technology?
department, how does your team typically go about
purchasing the solution?
Buying process
All things considered, what is the “typical” length of the approval process
Who are the four or six people who will make this decision?
What does the corporate purchasing process look like?
How do you typically purchase new tools?
What are the four or five sites, tools or technologies that
Technology landscape
you use the most for work during the day?
What are some of the tools or technologies that you value for y
How did you decide to use tool X?
How did you find out about tool X?
How much time do you estimate solving problem X currently tak
How much money do you invest solving problem X?
How many man hours does it typically take your team to do task
Who are the visionaries you respect?
Other
What are some of the blogs, websites or publications that you r
What are the minimal criteria required to work with your compa
What is most important for your company when purchasing new
How are you currently handling problem X?
Who gets involved? At what moments?
uestions (B2B)
What it tells you
Demographics help you
recognize patterns
between prospects.
What roles or behaviors
do they share? The
answers to these
interview questions can
be useful for marketing.
Business drivers help
you understand
objectives and spending
priorities. Where will
budgets be spent this
year? Understanding
your prospect’s
customers can help you
find new opportunities.
your products?
Problem priorities help
you create an emotional
connection with your
potential customers.
Real problems are the
only ones that matter.
What do they care
Problem priorities help
you create an emotional
connection with your
potential customers.
Real problems are the
only ones that matter.
What do they care
about?
about your work
Problem drilldown allow
you to build empathy
and understand the
pain from your
with this problem?
prospects’ perspective.
You can collect
information on the
evolution of the
problem to see if
changes are
forthcoming. What is
the root cause of these
problems?
Questions around the
intensity of the pain
allow you to understand
the buyer mode, the
impact and the
perceived value. Why
should you invest in
ng problem X?
product development to
solve this problem?
Questions to
understand the User
buyer. Who will benefit
most from your
solution? Product
managers, developers,
sales, other?
Questions to
understand the User
buyer. Who will benefit
most from your
solution? Product
managers, developers,
sales, other?
een involved in?
These questions help
you understand if your
prospect could be a
buyer? Could he/she
purchase your startup’s
solution?
ools or technology?
approval process Buying process
questions give you
insights on the internal
s decision?
processes and
stakeholders. Who do
you need to speak with?
Technology landscape
you value for y questions tell you about the
competition for budgets
and expected payment
models. What would suit
them best?
m X currently tak Influencers tell you how
you can reach and
influence these
influence these
companies in the
market. Who do they
team to do task take advice from?
Influencers tell you how
you can reach and
influence these
tions that you r companies in the
market.
These questions tell you
with your compa about the whole
product. What do you
purchasing new need to do to close this
prospect?
These are convergent
questions you can ask
when you know which
problem you’re taking
on.