Customer Interviews: Questions That Reveal the Truth

Because founders ask the wrong questions. "Would you buy this?" gets polite lies. "Do you think this is a good idea?" gets supportive responses that mean nothing.

Customers will say what makes you feel good to avoid awkwardness. They're not lying maliciously. They just don't know what they'd actually do when faced with a real purchase decision.

Good questions focus on past behavior, not hypothetical futures.

About the problem:

• "Tell me about the last time you dealt with [problem]."
• "Walk me through how you handle [situation] today."
• "What's the most frustrating part of [process]?"
• "How often does this problem come up?"

About current solutions:

• "What have you tried to solve this?"
• "What's good about how you're doing it now?"
• "What's missing from current solutions?"
• "How much time/money does this cost you?"

About purchasing behavior:

• "When was the last time you paid for something like this?"
• "How did you find and choose that solution?"
• "What would have to be true for you to switch?"
• "Who else is involved in decisions like this?"

To dig deeper:

• "Tell me more about that."
• "Why is that important to you?"
• "What happened next?"
• "How did that make you feel?"

"Would you buy this?" - Hypothetical yes means nothing. They're not committing anything.

"Do you think this is a good idea?" - Opinion, not validation. They're being nice.

Leading questions - "Don't you think X would be helpful?" leads the witness.

Feature-specific questions too early - "Would you want feature X?" before understanding if the problem matters.

Closed yes/no questions - Open-ended questions reveal more.

Questions about the future - "How much would you pay?" gets fantasy answers.

Opening (2-3 minutes)

• Thank them for their time
• Explain why you're talking (understanding their experience, not selling)
• Get permission to take notes or record

Problem exploration (10-15 minutes)

• Questions about their current situation
• Understanding the pain and its frequency
• Learning their language for the problem

Solution exploration (5-10 minutes)

• What they've tried
• What worked and didn't
• Willingness to change

Wrap-up (2-3 minutes)

• Ask if there's anything you should have asked
• Request introductions to others with similar problems
• Thank them again

Total: 20-30 minutes is ideal. Longer exhausts both parties.

Signs of honest responses:

• Specific stories, not generalizations
• Admitting workarounds or embarrassing behaviors
• Disagreeing with something you said
• Saying "I don't know" sometimes

Signs of polite fiction:

• Agreement with everything
• Vague, non-committal language
• "That sounds great" without specifics
• No examples, just opinions

How to dig for truth:

• Ask about past behavior, not hypotheticals
• Ask for specific examples
• Follow up with "why" and "tell me more"
• Watch for inconsistencies between what they say and what they describe doing

How many interviews do I need? 15-20 for pattern recognition. 5 interviews reveal some patterns. 20 give confidence.

Where do I find people to interview? Your network, LinkedIn outreach, relevant communities, asking interviewees for introductions.

Should I compensate interview subjects? Not required but helps. Amazon gift card ($25-50), coffee, or early access to your product.

What if the interview contradicts my assumptions? That's the point. Let the data change your plans. Better than building the wrong thing.

How do I take notes without disrupting the conversation? Record with permission and take minimal notes during. Or have someone else take notes. Review recordings after.