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A collection of questions to ask during your customer development and user research interviews.

Whether you work at a large company or a startup, one huge key to success is that you must talk to your customers.
Without talking to users you risk the expensive mistake of creating something they don’t want.

  • Data and analytics can only tell you the “what”.
  • But research and talking to people allows you to dig deep and understand the “why” behind their behavior.
  • In the pages that follow you will find sample questions to help you start doing your own customer development and user research interviews.

The following is a list of questions that you can use throughout the customer and product development process. Asking open ended questions is critical to keeping the conversation going and creating opportunity for the person to tell you stories about their life that could lead you to critical insights and ideas.
A few tips to keep in mind:

  • Don’t try to ask all of these, prioritize based on your research goals.
  • For each answer, be sure to ask “why” or “why not” to dig deeper.

These questions are aimed to fill in any gaps about the person’s day to day that may not have been answered in the participant questionnaire, screener, or survey.

  • What does your typical weekday look like?
  • When do you normally first use the Internet in a typical day?
  • What are some of the apps and websites you use the most?
  • Tell me about your role at your company?
  • Any lifestyle questions that are related to your topic / product.

These questions are aimed to help you understand and learn about the problems that people have with the topic / problem that your product aims to solve.
What’s your relationship like with [topic … e.g. money, fitness, etc]

  • How do you currently go about?
  • How much time do you typically spend on?
  • Tell me about the last time you tried to?
  • What do you like about how you currently?
  • What is the biggest pain point related to?
  • Why do you keep doing … why is it important to you?
  • What type of work arounds have you cerated to help you with this?
  • What’s the hardest part about?
  • What are you currently doing to make this easier?
  • How does this impact other areas of your life / work?
  • What other products or tools have you tried out?
  • Have you paid for any of these other products or tools?
  • How did you hear about these other products or tools?
  • What do you like or dislike about these other products or tools?
  • Are you looking for a solution or alternative for?

These questions are meant to be used if you plan to show someone a demo, feature, or prototype and get their feedback and reaction. The goal of these questions is to help validate your solution.

  • What do you think of this product? (meant to be asked at the homepage to gauge initial reaction)
  • Why do you think someone would use this product?
  • Can you see yourself ever using this product?
  • Why do you think you can trust this product?
  • How do you think this product is going to help you?
  • Would you use this product today?
  • What might keep people from using this product?
  • What’s the most you would be willing to pay for this product?
  • Does this remind of you any other products?

These questions are meant to help identify suggestions or ideas that the person has. Ideally these are asked after the person has used the product or you’ve walked them through doing a few tasks.

  • What’s most appealing about this product?
  • What’s the hardest part about using this product?
  • Was there anything surprising or unexpected about this product?
  • What could be done to improve this product?
  • Was there anything missing from this product that you expected?
  • Would you keep using this product after what you saw today?


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