Customer interview template — free

# CUSTOMER INTERVIEW — SCREENER [Send via Tally / Typeform / Google Form] ## Disqualifying questions (knockouts) 1. Do you work for [your company] or any direct competitor? ☐ Yes → END (disqualified) ☐ No → continue ## Behavioral filter (most important) 2. In the last 30 days, have you experienced [specific problem]? ☐ Yes, multiple times ☐ Yes, once ☐ No, but I expect to soon ☐ No → If "No" or "expect to soon": END (not in ICP yet) ## ICP confirmation 3. What's your role? [free text] 4. Company size: [<10 / 10-50 / 50-500 / 500+] 5. How long have you been in this role? [<1y / 1-3y / 3-5y / 5+] ## Logistics 6. Are you available for a 60-min interview in next 2 weeks? 7. Time zone + preferred days/times? 8. Email for calendar invite? ## Compensation (optional) We compensate $[amount] for completed interviews. Acceptance: ☐ Yes / ☐ Decline / ☐ Donate to charity

# CALENDAR INVITE — CUSTOMER INTERVIEW Subject: Customer interview — [their name] × [your name] Duration: 60 minutes Conference link: [Zoom / Meet] Time zone: [their TZ] # Body: Hi [name], Thanks for being open to chatting. Quick context so you can show up ready (no prep needed): I'm [your role] at [company]. We're researching how teams handle [problem domain] — not pitching a product, just learning. The session will be 80% me asking about your day-to-day, 20% me listening. Specifically I'd like to learn: - How you currently handle [specific situation] - What works, what doesn't - What you've tried before I'd like to record the call for note-taking purposes only. The recording stays internal — let me know if you'd prefer not to record. If you have to cancel, no worries — just let me know 24h ahead so I can offer the slot to someone else. See you [day/time], [your name]

# INTERVIEW GUIDE — [interviewee name] Date: [YYYY-MM-DD] Recording consent: [✓ / Not given] ## 0–5 min: Warm-up - Confirm role, tenure, team structure - Establish that this is research, not sales ## 5–20 min: Context - "Walk me through your typical week" - "What does success in your role look like this quarter?" - "What's your team currently dealing with?" ## 20–45 min: Past behavior (THE MEAT) Pick 3-5 questions from this bank: - "Tell me about the last time [problem] happened" - "What did you do? What worked, what didn't?" - "How long did it take?" - "What was the cost when this isn't solved?" - "Who else was involved?" ## 45–55 min: Current solutions + WTP - "How do you solve this today — even as workaround?" - "What tools or methods have you tried?" - "How much do you currently spend on this — tools, contractors, hours?" - "Who controls budget for tools like this?" ## 55–60 min: Wrap + commitment - "Anything I should have asked?" - "Who else faces this that I should talk to?" - "Would you put down a deposit / book follow-up?" ## Live notes [Capture key quotes verbatim during interview]

# SYNTHESIS MATRIX | Date | Interviewee | Severity 1-5 | Frequency | Current solution | Spending | WTP signal | Commitment? | Key quote | Tags | |------|-------------|--------------|-----------|------------------|----------|------------|-------------|-----------|------| | | [name] | | | | | | | | | ## Tag taxonomy (build organically) - problem-severity-high / -low - workaround-spreadsheet / -tool / -contractor / -manual - wtp-strong (deposit, LOI, calendar) - wtp-weak (verbal interest only) - wtp-zero (free alternative sufficient) - competitor-mentioned-X - decision-maker-them / -other-person / -committee ## After every 5 interviews, write 2 sentences: - New theme that emerged? - Pre-existing theme that got reinforced? - Any hypothesis starting to break?

Subject: Thanks for the conversation, [their name] Hi [name], Thanks again for the time today. A few takeaways from my notes: 1. [specific insight from their interview] 2. [another specific insight] 3. [the workaround / current solution they described] You mentioned [specific commitment ask they agreed to in interview]. Confirming: I'll [follow-up action] by [date]. [If they offered intros to colleagues:] You also mentioned [colleague name] might face the same problem. Would you be open to making an intro? Happy to send a 1-line draft you can forward. [If you offered something:] As promised, here's [the resource / report / link you offered]. I'll be in touch as we make progress. If anything else comes to mind about [topic], reply here — I read every response. Thanks, [your name]