Interviews are not usability tests
Your goal is to learn if the problem is real enough to pay for, what a successful outcome looks like, and what bottlenecks block adoption. The script below keeps you honest and keeps the conversation human.
The five‑part conversation
- Context: “What does a typical week look like? Where does this problem show up?”
- Last attempt: “Walk me through the last time you tried to fix this. What did you try? What happened?”
- Constraints: “If this worked tomorrow, what would it break — process, budget, team?”
- Value: “How would you explain the value to your manager in a sentence?”
- Next step: “Would you be open to a paid pilot if we can deliver X in two weeks?”
Notes that separate good from great
- Ask for specific examples and numbers (“how many tickets per week?”)
- Mirror their language in follow‑ups; it shows you’re listening
- Avoid solutioning until the end; you’re mapping the job, not the UI
Red flags to notice
- “We’d use it if it were free” (not a buyer)
- “It’s not a priority this quarter” (no urgency)
- Vague benefits (“better insights”) with no owner
Close the loop by updating your positioning. If you need a structure, use our Go‑to‑Market Strategy Checklist and the Pre‑Launch Checklist.
