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<aside> <img src="/icons/close_red.svg" alt="/icons/close_red.svg" width="40px" /> Don't Ask in Customer Interviews:

Do you think it’s a good idea?
Would you buy this product?
How much would you pay for it?
Would you pay $x for a product that did this?

Avoid hypothetical questions about the future, you'll get a lot of false positives. Instead, ask about past behaviors.

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<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> Question to Ask:

Could you talk me through last time that happened?
What have you tried to address the issue?
What’s wrong with what you’ve tried already?
How much are you currently spending to solve the problem?
What are the implications if you fail to solve the problem?
Finally, Who else should I talk to?
Is there anything else I should have asked?

Reference: StudioZao on Customer Discovery Questions

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Step 1: Prepare your interview questions

<aside> <img src="/icons/video-camera_gray.svg" alt="/icons/video-camera_gray.svg" width="40px" /> Watch ‘the mom test’ (3min):

https://www.youtube.com/watch?v=Hla1jzhan78

Main principles of The Mom Test:

Talk about their life, not your idea: Focus on understanding the interviewee's experiences, pain points, and the context around the problem you're trying to solve, rather than discussing your product or solution.
Ask specific questions about the past, not hypothetical questions about the future: People are better at recalling their past behavior and experiences than predicting what they might do in the future. Asking about the past helps you gather more accurate and reliable information.
Listen more, talk less: Allow the interviewee to share their thoughts, experiences, and opinions without interrupting or trying to sell your idea. The more you listen, the more valuable insights you can gather. </aside>

<aside> <img src="/icons/thought_gray.svg" alt="/icons/thought_gray.svg" width="40px" /> Write your interview questions here:

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<aside> <img src="/icons/thought_gray.svg" alt="/icons/thought_gray.svg" width="40px" /> Props you can use: For example, go to their Kitchen and observe their real behaviours if you are building a kitchen tool.

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<aside> <img src="/icons/robot_gray.svg" alt="/icons/robot_gray.svg" width="40px" /> ChatGPT Prompt Guide

Help me generate 10 'The Mom Test' questions for a [specific industry or product category] startup focused on [pain point], [need], [solution] without leading the answer, focusing on features, or revealing our solution.

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Step 2: Conducting the Interview

Interview Notes

Interview Tips

How to Ask Open-Ended Questions

Open-ended questions are those that cannot be answered with a simple "yes" or "no" and require the interviewee to provide more detailed information. Here are some tips for asking open-ended questions:

Start questions with "how," "what," "when," "where," "why," or "who": These question starters encourage the interviewee to provide more context and elaborate on their experiences.
Avoid questions that can be answered with a single word: Instead of asking questions like, "Do you use this app regularly?", ask, "How often do you use this app, and what do you typically use it for?"
Encourage storytelling: Ask questions that prompt the interviewee to share specific experiences or examples, such as, "Can you tell me about a time when you faced a particularly challenging financial decision?"

How to Avoid Leading the Interviewee

Leading questions are those that subtly prompt the interviewee to provide a specific response or steer them towards a particular viewpoint. To avoid leading the interviewee:

Stay neutral: Frame your questions in a neutral manner, without revealing your assumptions or preferences. For example, instead of asking, "What do you like about our app?", ask, "What are your thoughts on the app you're currently using to manage your finances?"
Don't provide options: Avoid presenting the interviewee with a set of predefined options, as this can influence their response. Instead, let them come up with their own answers.
Be mindful of your body language and tone: Non-verbal cues, such as facial expressions or tone of voice, can also lead the interviewee. Be conscious of these cues and maintain a neutral demeanor throughout the interview.
Refrain from sharing your opinion: Keep your opinions and thoughts to yourself during the interview. Sharing them might influence the interviewee's responses and introduce bias into the conversation. </aside>

<aside> 🥳 Enjoying this template? I’d love to hear your thoughts! Want more framework like this for your startup (for free)? Let's connect! I’m Zike, an I-lab explorer creating tools to help founders like you launch faster. 🙌 Schedule a chat with me 🙌

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