Copy these questions to a new page specific to the individual being interviewed. After you complete 10-15 interviews, begin mapping out the way your customers talk about their pain points, gains and aspirations, and triggers to act/buy.

Use this evidence of customer focus to build your website messaging, sales narrative, and even the way you communicate product value.

For additional questions, contact Alicia Carney at [email protected].

Interview guide:

Segmentation

• Tell me about your role at work
• Tell me about the team you work on
• What does a typical day at work look like for you?
• Tell me about your relationship with [X problem].

Buyer psychology

• If you’ve had a terrible day at work and you want to throw your laptop out the window, what’s happened during that day?
• If you’d had an amazing day where you feel invincible, what’s happened?
• What activities take up the most time in your day?
• If you had a magic wand, what could be done to improve your experience with [problem area]?
• What’s the hardest part about being a [job title]?
• What are your biggest/most important professional responsibilities and goals?
• What are your biggest/most important personal responsibilities and goals?

Purchase research

• When did you first learn about [product]?
• What problem were you hoping to solve?