Customer Research

Positioning

Awareness

Conversion

Interview Script

Here's the interview script I use when I'm interviewing our clients' customers.

As with any interview, you'll probably want to improvise occasionally and dig deeper into interesting points, but I find these questions to be a great starting point.

Understanding their role and background

• What’s your role and key day-to-day responsibilities?
• What are the long-term or overarching goals in your role?
• Are there any key metrics or KPIs that you're evaluated on?

How they use the product

• How does [PRODUCT] fit into your role? How does it help you with your goals / KPIs?
• How do you use [PRODUCT]? How does it fit into your working day or schedule?

Surfacing pain points and trigger events

• If you didn't have [PRODUCT], what are some of the obstacles that would make your job harder?
• When you bought [PRODUCT], how did you hope it would make life easier?
• What were you using before [PRODUCT] to hit your goals? Why did you start looking for something new?
• Thinking back, do you remember the first time you thought about needing a new solution?

Uncovering questions or objections

• Before you bought [PRODUCT], was there anything you were worried about that could have stopped you from trying it?

Narrowing it down to the key benefits

• If you had to narrow it down, what was the #1 reason you decided to buy [PRODUCT]?
• If your boss said you had to cancel some of your SaaS subscriptions, how would you justify the cost of [PRODUCT]?
• What's the #1 reason you continue to use [PRODUCT]?
• If you had to convince a friend to try [PRODUCT] and you only had 2 minutes to explain why they should buy it, what would you say?

On this page

• Interview Script
• Understanding their role and background
• How they use the product
• Surfacing pain points and trigger events
• Uncovering questions or objections
• Narrowing it down to the key benefits
• Book More Demos. Win More Customers.