100 Customer Interview Questions That Uncover Million-Dollar Opportunities
Stop guessing what your customers want. Ask these proven questions to reveal their true needs, frustrations, and willingness to pay.
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You know customer interviews are crucial.
But in the moment, it's easy to:
Ask biased questions that don't reveal the truth
Miss crucial follow-ups that would reveal deep insights
Get polite feedback instead of honest answers
Leave money on the table by not exploring willingness to pay
These 100 battle-tested questions help you:
Try these high-impact questions:
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Walk me through the last time you encountered this problem...
Unlike asking "how do you solve this?", this gets specific examples and emotional context rather than generalized responses
What happens if this problem isn't solved?
Reveals true urgency and impact better than asking about importance or priority
What have you already tried?
Shows investment level and pain point severity while surfacing competitor info without asking directly
How do you know when you're doing [task] well?
Uncovers success metrics and value perception without leading questions about ROI or benefits
What prompted you to look for a solution?
Reveals triggering events and buying moments better than asking about purchase timelines
Who else is involved in this process?
Maps stakeholders and organizational impact without directly asking about decision-makers
What workarounds have you created?
Shows problem severity and solution value through actual behavior rather than hypotheticals
How has this problem evolved over time?
Reveals trend patterns and future needs without asking speculative questions
What's missing from your current solution?
Gets honest competitor feedback without asking direct comparison questions
What would make this a must-have vs nice-to-have?
Reveals true value drivers without asking leading questions about willingness to pay
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- 85 more proven interview questions
- Sample interview script
- Response analysis guide
- Common pitfalls to avoid
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