pm-customer-interviews
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Customer interview question bank and synthesis templates for product discovery.
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View Translation Comparison →Customer Interview Synthesis
Question bank and synthesis templates for product discovery interviews.
Interview Question Bank
Problem Discovery
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- "Walk me through the last time you [did X]..."
- "What's the hardest part about [doing X]?"
- "Why is that hard?" (ask 3x - dig deeper)
- "What have you tried to solve this?"
- "What happened when you tried that?"Current Solution Analysis
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- "How do you handle [X] today?"
- "How often do you do this?"
- "What would happen if you couldn't do this?"
- "How much time/money does this cost you?"Switching Signals
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- "Have you looked for other solutions?"
- "What would make you switch?"
- "What's stopping you from switching now?"Value Discovery
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- "If you could wave a magic wand, what would change?"
- "What would that be worth to you?"
- "Who else cares about this problem?"Interview Synthesis Template
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## Interview: [Customer Name/Segment]
**Date:** YYYY-MM-DD | **Duration:** X min | **Role:** [Title]
### Problem Quotes (verbatim)
> "[Exact quote about the problem]"
> "[Another revealing quote]"
### Current Behavior
- Does [X] using [current solution]
- Frequency: [daily/weekly/monthly]
- Time spent: [X hours/month]
### Pain Intensity: [1-5]
- 1: Mild annoyance
- 3: Significant friction
- 5: "Hair on fire" problem
### Willingness to Pay Signal
- [ ] Actively searching for solutions
- [ ] Has budget allocated
- [ ] Named a specific price point: $___
- [ ] Would switch immediately if solved
### Key Insight
[One sentence capturing the non-obvious learning]Interview Anti-Patterns
| Anti-Pattern | Why It Fails | Instead Do |
|---|---|---|
| Leading questions | Confirms bias | Ask open-ended, follow "why" |
| Hypothetical pricing | People lie about future | Ask about current spending |
| Feature requests | Solutions, not problems | Dig for underlying need |
| Small sample | Anecdotes ≠ patterns | Require 5+ signals minimum |
Output
After interviews, synthesize patterns across multiple conversations to identify:
- Common pain points (frequency + intensity)
- Willingness to pay signals
- Current solutions being "fired"