A practical guide

Customer discovery interview questions for a new idea

A customer discovery interview helps you understand a person's real situation before deciding what to build. Ask about a recent experience, what they did and what happened. Treat each conversation as evidence to investigate, not proof of a market.

Before the conversation

Choose one group you want to learn from and one assumption that could change your decision. Invite people who actually encounter the situation; someone interested in your product is not necessarily the person affected by the problem. Explain the purpose, how you will use notes and ask before recording.

For example, if your idea concerns shift swaps, an assumption might be that finding an available colleague is the hardest part. A conversation might reveal that approval, scheduling rules or something else matters more.

A short interview script

Use these questions as prompts, not a checklist. Follow the participant's example and ask for clarification when something is unclear.

What were you trying to do when this situation last came up?
Can you walk me through what happened, from the beginning?
Who else was involved, and what did each person need to do?
What was straightforward, and where did you have difficulty, if anywhere?
What tools, messages or other workarounds did you use?
What happened next, and how much time or effort did it take?
Have you tried to change the process before? What happened?
How does this compare with other priorities you are dealing with?

A participant may describe a process that works well. That is useful evidence too. Avoid asking for names or sensitive details that you do not need.

Keep discovery separate from a product pitch

Questions such as “Would you use my app?” ask for a prediction and can encourage polite agreement. First learn how the person handles the situation today. If you later show a prototype, say what it can and cannot do and treat the response as feedback on that prototype—not proof of future adoption or payment.

Turn notes into a decision

For each conversation, record the participant's relevant role, the situation they described, actions and workarounds, and uncertainties. Separate their words from your interpretation. Look for differences as well as patterns, and avoid generalising from a few conversations to an entire market.

Decide what you will test next: speak with another role, observe a workflow with permission, or try a small prototype. Write down what result would make you reconsider your assumption. A request for a follow-up is useful; actual use or payment answers a different question.

Put the next question on your idea profile

A clear request can help someone decide whether they are the right person to talk to. On TinIdeas, describe the role, task, expected time and terms; explain that you are researching an idea rather than promising a finished product.

Create an idea profile Read the idea validation guide · Describe an idea · Find collaborators

If an idea is approved, the original submission can be publicly accessible. Do not submit confidential information. Privacy details.