Customer Interview Script Template
Pre-Interview Preparation
Interview Details
- Date:
- Interviewee Name:
- Role/Title:
- Company (if B2B):
- How they fit target market:
Interview Goals
- Understand their current workflow/problem
- Identify pain points and frequency
- Learn about current solutions
- Gauge willingness to pay
- Get referrals to others
Opening (2 minutes)
“Hi [Name], thanks so much for taking the time to speak with me today. I’m doing research on [problem space] and trying to understand how people currently handle [broad activity].
This isn’t a sales call - I’m just trying to learn. I’d love to hear about your experiences. Everything you share will really help shape what we build.
Do you mind if I take notes? This conversation will be kept confidential.”
Warm-up Question
“To start, could you tell me a bit about your role and what a typical day looks like for you?”
Notes:
[Their response]
Problem Discovery (15 minutes)
Current State Questions
“Walk me through how you currently handle [problem area]?”
Notes:
[Their response]
“When was the last time you had to deal with [specific task related to problem]?”
Notes:
[Their response]
“What’s the hardest part about [this process] for you?”
Notes:
[Their response]
Frequency & Severity
“How often do you have to deal with this?”
- Daily
- Weekly
- Monthly
- Quarterly
- Rarely
“On a scale of 1-10, how frustrating is this problem when it occurs?”
Rating: [ /10]
“What happens if you don’t solve this problem well?”
Notes:
[Their response]
Current Solutions (10 minutes)
“What tools or processes do you currently use to handle this?”
Tools mentioned:
“What do you like about your current solution?”
Notes:
[Their response]
“What don’t you like about it? What would you change?”
Notes:
[Their response]
“Have you tried any other solutions? What happened?”
Notes:
[Their response]
Economic Questions (5 minutes)
“How much time do you spend on this per [week/month]?”
Time: ___ hours
“If you had a magic wand and could instantly solve this problem, what would that be worth to you/your company?”
Notes:
[Their response]
“What’s your/your team’s budget for tools in this category?”
Budget: $___ per ___
“Who would need to approve purchasing a solution like this?”
Decision Maker: Process:
Wrap-up (3 minutes)
Dream Solution
“If you could design the perfect solution to this problem, what would it look like?”
Key features mentioned:
Referrals
“Do you know anyone else who struggles with this problem that might be willing to chat?”
Referrals:
- Name: ___ Email: ___
- Name: ___ Email: ___
Permission to Follow Up
“As we develop solutions in this space, would you be interested in being an early tester?”
- Yes - enthusiastic
- Yes - willing
- Maybe
- No
“What’s the best way to reach you?”
Preferred contact:
Post-Interview Analysis
Key Insights
- Biggest pain point:
- Current solution gaps:
- Must-have features:
- Nice-to-have features:
- Deal breakers:
Problem Validation Score
- Has the problem: Yes / No / Maybe
- Problem severity: [ /10]
- Actively looking for solution: Yes / No
- Willing to pay: Yes / No / Maybe
- Budget available: Yes / No
Follow-up Actions
- Send thank you email
- Add to CRM/spreadsheet
- Schedule follow-up (if applicable)
- Contact referrals
- Update validation canvas
Red Flags Observed
- Seemed to be “being nice”
- Contradicted themselves
- Not actually target market
- Problem not severe enough
- Happy with current solution
Green Flags Observed
- Got emotional about problem
- Asked when solution available
- Offered to pay upfront
- Gave multiple referrals
- Spent extra time explaining
Interview Cheat Sheet
If they say “That would be nice”
→ “When was the last time this was a problem?”
If they’re being too polite
→ “What would have to be true for you to actually buy this?”
If they say “I would definitely use this”
→ “What are you using now? What would make you switch?”
If they mention a competitor
→ “What made you choose them? What’s missing?”
If they’re vague
→ “Can you give me a specific example?”
To dig deeper on any answer
→ “Tell me more about that…” → “Why is that important to you?” → “What’s the impact of that?”
Remember
✓ You’re learning, not selling
✓ Their problems > Your solutions
✓ Specific past > Hypothetical future
✓ Listen 80%, talk 20%
✓ Bad news is good data
“Talk about their life, not your idea” - The Mom Test