When to use this script
Use this script for customer discovery interviews: 20–30 minute conversations with people who might have the problem you want to solve. Its questions focus on what people actually did recently, which is far more reliable than what they think they'd do. The full method — who to talk to, how many, what to avoid — is in customer discovery interviews.
How to run it
- Pick one or two learning goals before the call, and only ask questions that serve them.
- Open honestly. Say you're researching, not selling, and ask permission to take notes.
- Spend most of the time on the last time it happened. Ask for specifics: when, what, how long, what it cost.
- Ask about current alternatives and what they already pay for.
- Close by asking who else to talk to. Only share your offer if they ask, and keep it short.
- Write notes within an hour, separating their original words from your interpretation.
Questions to avoid
- "Would you use a tool that…?" — invites a polite yes.
- "How much would you pay for…?" — produces guesses.
- "Do you think this is a good idea?" — asks for an opinion about you.
Ask instead: "What did you use last time?", "What do you pay for this today?", "What's hardest about how you do it now?"
Reading your notes
After five interviews, list what came up more than once: triggers, workarounds, costs and frustrations. After ten, compare against your learning goals. Mark each note with its evidence level — opinion, interest, request or payment. An interview shows the problem exists for that person; it does not show they'll pay you.