Deep product discovery interview

Which best describes your role?

• Individual contributor
• Team lead or manager
• Director or head of
• VP or C-level
• Founder or owner
• Other

What product or tool are we talking about today?

How often do you use it on a typical week?

Walk me through the last time you used it.

Tell me more about what you were trying to accomplish.

Probe for the underlying job-to-be-done, not just the feature they used.

What is the most painful part of that whole experience?

Walk me through that painful moment in more detail.

Ask up to three follow-ups: what triggered it, what you did next, and what you wished had happened.

How do you work around it today?

Which of these trade-offs would you most accept?

• Slower setup, more power
• Faster setup, less power
• Cheaper, fewer integrations
• More expensive, more integrations
• Unsure

How likely are you to switch if the trade-off were reversed?

What would have to be true for you to switch tomorrow?

What is one thing you wish we asked you about?

Use the respondent’s answer to ask a final probing question surfacing unmet needs.