Customer Interview Script Template

How to use this script

Treat it as a map, not a railroad. Ask the questions in roughly this order, but follow interesting answers wherever they go. Aim for 20 minutes and let the person talk far more than you do. Adapt the bracketed bits to your own idea and segment.

Warm-up: 2 minutes

Build rapport and set context with easy, factual questions.

• Tell me a bit about your role / your week.
• How do you currently handle [broad area, e.g. meals during a work week]?
• Walk me through what that looked like most recently.

Problem exploration: 15 minutes

This is the heart of the interview. Dig into real, recent events.

• Tell me about the last time [the problem] came up.
• What did you do about it? What happened next?
• How often does that happen?
• What’s the most frustrating part? Why is that the hard part?
• What have you already tried to fix it? Why did you stop?
• What does it cost you today, in time, money, or hassle?

Willingness & wrap-up: 5 minutes

Test for real demand and leave the door open.

• Have you ever paid for anything to deal with this? What?
• If a solution existed, what would it need to do to be worth it?
• Who else do you know who runs into this? Could you introduce me?
• Would it be OK if I followed up when we have something to show you?