Customer Interview Script
A reusable script for problem-discovery interviews — opening, jobs, pains, gains, close.
What it is
A customer interview script is a pre-defined set of questions and conversational prompts designed to guide an interviewer through a conversation with a customer or potential customer. The primary purpose of such a script is to ensure that all essential topics are covered during the interview, leading to consistent and comparable data across multiple interviews. While providing structure, a well-designed script also allows for flexibility, enabling interviewers to delve deeper into emergent themes and follow customer-led tangents when appropriate.
The script typically progresses through several stages. It begins with an introduction and setting expectations, followed by questions aimed at understanding the customer's background and context. The core of the interview focuses on exploring specific "jobs-to-be-done" (the tasks or goals customers are trying to achieve), the "pains" they experience in pursuit of these jobs, and the "gains" or benefits they seek. It often includes questions to uncover workarounds and existing solutions to further understand unmet needs.
By systematizing the interview process, a customer interview script helps mitigate interviewer bias, ensures that critical information is not overlooked, and facilitates easier analysis and synthesis of findings. It serves as a valuable tool for product managers, designers, and market researchers seeking to gain deep, decision-grade insights into customer needs and behaviors.
When to use it
- When conducting problem-discovery interviews to understand user needs before solution development.
- When validating assumptions about customer problems and desired outcomes.
- When comparing insights across multiple customer segments or personas.
- When onboarding new team members to customer research processes.
- When ensuring consistency in data collection during market research sprints.
- When aiming for decision-grade insights that directly inform product strategy.
- When exploring opportunities for innovation and unmet needs in existing markets.
How to use it
- 1
Prepare and Personalize
- 2
Set the Stage
- 3
Explore Customer Context
- 4
Uncover Jobs-to-be-Done
- 5
Identify Pains and Frustrations
- 6
Discover Gains and Desired Outcomes
- 7
Probe Workarounds and Existing Solutions
- 8
Conclude and Thank
Key concepts
Jobs-to-be-Done (JTBD)
A framework for understanding customer motivation and behavior by focusing on the underlying goals or tasks customers are trying to accomplish, rather than just their demographics or product preferences.
Pains
The negative outcomes, risks, and obstacles that customers experience before, during, or after trying to get a job done.
Gains
The positive outcomes, benefits, and improvements that customers desire or expect from getting a job done.
Problem-Discovery Interview
A qualitative research method focused on understanding customer problems, needs, and desires before developing or refining a solution.
Unmet Needs
Customer needs or desires that are not adequately addressed by existing products or services.
Bias Mitigation
Techniques and strategies used in research to reduce the influence of preconceived notions or personal beliefs that could distort findings.
Common pitfalls
- Asking leading questions that suggest a desired answer or bias the interviewee.
- Focusing too heavily on solutions instead of deeply understanding the underlying problems.
- Not actively listening and rather just following the script verbatim without probing deeper.
- Failing to establish rapport, leading to superficial or unauthentic responses.
- Interviewing only a small, unrepresentative sample of customers, leading to skewed insights.
Further reading
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