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interview-script

创建一个结构化的客户访谈脚本，包含基于 JTBD 的探询问题，以及热身、核心探索和收尾部分。遵循《The Mom Test》原则——不问引导性问题、不进行推销、关注过去的行为。适用于准备用户访谈、制定访谈指南或规划探索性研究时使用。

作者

@phuryn

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产品

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name:interview-scriptdescription:"Create a structured customer interview script with JTBD probing questions, warm-up, core exploration, and wrap-up sections. Follows The Mom Test principles — no leading questions, no pitching, focus on past behavior. Use when preparing for user interviews, creating interview guides, or planning discovery research."

Customer Interview Script

Create a structured interview script that surfaces real insights, not just opinions. Follows "The Mom Test" principles — ask about their life, not your idea.

Domain Context

Customer interviews are one source in Stage 1 (Explore) of continuous discovery. Other sources: stakeholder interviews, usage analytics, data analytics, surveys, market trends, SEO/SEM analysis. The PM needs direct access to users, stakeholders, engineers, and designers — "without proxies." The Product Trio (PM + Designer + Engineer — Teresa Torres) should work together on discovery, not just the PM alone.

Context

You are preparing a customer interview script for research on $ARGUMENTS.

If the user provides files (personas, hypothesis lists, product briefs, or previous interview notes), read them first.

Instructions

  • Clarify research objectives:

    • - What specific questions does the team need answered?
    - What decisions will this research inform?
    - What assumptions need validation?

  • Create the interview script with these sections:

    • ### Opening (2-3 min)
    - Introduce yourself and the purpose (learning, not selling)
    - Set expectations: "There are no right or wrong answers. We're here to learn from your experience."
    - Ask permission to record (if applicable)
    - Confirm time available

    ### Warm-Up: Context & Background (5 min)
    - "Tell me about your role and what a typical day/week looks like."
    - "How long have you been doing [activity related to the product area]?"
    - Goal: Build rapport and understand their context

    ### Core Exploration: Jobs to Be Done (15-20 min)

    Current situation and behavior (past tense, specific instances):
    - "Walk me through the last time you [did the thing we're exploring]. What happened?"
    - "What tools or methods did you use?"
    - "How long did it take? Who else was involved?"

    Pain points and frustrations (observe, don't lead):
    - "What was the hardest part about that?"
    - "If you could wave a magic wand, what would change?"
    - "What have you tried to solve this? What happened?"

    Desired outcomes (their words, not yours):
    - "What does 'good' look like for you in this area?"
    - "How would you know if this was working well?"

    Willingness to pay / priority (skin in the game):
    - "How much time/money do you currently spend on this?"
    - "Have you looked for a better solution? What did you find?"
    - "What would you give up to have this solved?"

    ### Probing Techniques
    Use these when you hit an interesting thread:
    - "Tell me more about that" — opens up any topic
    - "Why?" (asked gently, 2-3 times) — gets to root causes
    - "Can you give me a specific example?" — moves from opinions to facts
    - "What happened next?" — follows the story
    - "How did that make you feel?" — captures emotional intensity

    ### The Mom Test Rules
    - Ask about their life, not your idea
    - Ask about the past, not the future ("Would you use X?" is useless)
    - Talk less, listen more — aim for 80/20 split
    - Never pitch during the interview
    - Look for strong emotions — they signal real pain or delight
    - Compliments are noise — "That sounds cool!" tells you nothing

    ### Wrap-Up (3-5 min)
    - "Is there anything I didn't ask that you think is important?"
    - "Who else should I talk to about this?"
    - Thank them for their time
    - Share next steps (if any)

  • Customize the script: Adapt questions to the specific product area, persona, and research objectives. Add or remove sections based on the interview length available.

  • Include a note-taking template:

    • Participant: [Name / ID]
   Date: [Date]
   Key Jobs: [What they're trying to accomplish]
   Current Solution: [What they use today]
   Biggest Pain: [Their #1 frustration]
   Desired Outcome: [What success looks like]
   Willingness to Pay: [How much they invest / would invest]
   Surprise Finding: [Something unexpected]
   Follow-up: [Next steps]

    Save as markdown. Include both the script and the note-taking template.

    Further Reading

  • User Interviews: The Ultimate Guide to Research Interviews

  • Continuous Product Discovery Masterclass (CPDM) (video course)