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Customer Interview Plan for Discovery

Interview first Has example

Learn about behavior, not opinions.

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Plan discovery interviews. The topic: [TOPIC]. Target customers and how to find them: [TARGET_CUSTOMERS]. What we need to learn: [LEARNING_GOALS]. Number of interviews and time: [NUMBER_AND_TIME].

Produce: a screener of 6 questions; a recruiting message (90 words) that offers an incentive of [INCENTIVE] without promising features; a 40-minute interview guide with an opening script, questions about the last time they did the task (what triggered it? what did you do first? what was hard? what did you use? what did it cost?), and closing; a rule-set (ask about the past, not hypotheticals; do not pitch; ask "why" and "what happened next"); a note template that separates observation from interpretation; and a synthesis approach after each three interviews.

Add examples of bad and good questions. Bad: "Would you use an app that tracks this?" Good: "Tell me about the last time you had to track this. What did you do?" Include consent and privacy basics (recording consent, anonymizing, storage) with local rules flagged [VERIFY] for [JURISDICTION].

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Topic: how small shops handle returns. Screener: runs a shop with 1 to 5 staff; accepted a return in the last 30 days.
Recruiting message (90 words): honest about 30 minutes, 40 gift card, no sales.
Guide: opening 5 min; "Tell me about the last return you handled" 20 min; closing 5 min.
Probes: "What happened next? What did you use? What was hard?"
Bad: "Would you use an app for returns?" Good: "How do you handle returns today?"
Notes: quote, behavior, interpretation separate.
Synthesis after three interviews: patterns such as paper receipts (3 of 3) and no stock update (2 of 3).
Consent: recording permission asked at start; deleted after 90 days [VERIFY].

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