Interview Guide Template: Customer Discovery Questions + Probing Prompts

An interview guide template helps you run consistent customer discovery interviews and capture real stories and behaviors, not just opinions. The best guides connect every question to a clear research objective and include probing prompts so you can go deeper without leading the participant. Below is a practical template you can copy, plus ways to tailor it by persona and keep it aligned to your study goals.

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Key takeaways

• Start with research objectives, then write questions that map to each objective.
• Ask for specific past examples (“Tell me about the last time…”) to capture behavior.
• Use neutral probes (“What happened next?”) before interpretation probes (“Why do you think…?”).
• Tailor only the context (role, workflow, tools, constraints), not the core question intent.
• End with a recap and permission to follow up so you can validate what you heard.

What a good customer discovery interview guide does (and doesn’t)

A strong customer discovery guide keeps interviews comparable while still sounding human and flexible. It also prevents you from “pitching” your idea, which can bias answers and hide real problems.

Use your guide to capture:

• Stories: what happened in a real situation, step by step.
• Behaviors: actions they took, tools they used, workarounds they tried.
• Triggers and context: what started the situation and what constraints shaped it.
• Decision factors: how they chose an option and what trade-offs mattered.
• Language: the words they use to describe the problem and success.

Avoid using your guide to:

• Sell your product or explain your solution early.
• Ask leading questions like “Wouldn’t it be helpful if…?”
• Collect only ratings and opinions without examples.
• Argue with participants or “correct” their workflow.

Before you write questions: align the guide to research objectives

Your interview guide should start on paper with objectives, not questions. If you cannot explain what a question will help you decide, remove it or rewrite it.

Step 1: Write 3–6 research objectives in plain language

Keep objectives specific and decision-focused. Here are examples you can adapt.

• Understand how people currently solve [job/problem] and where it breaks down.
• Identify triggers that cause the problem to become urgent.
• Learn what “success” looks like and how people measure it.
• Map the buying/approval process and key stakeholders.
• Find common tools, data sources, and constraints in the workflow.

Step 2: Convert each objective into 2–4 “must-answer” questions

For each objective, write questions that force concrete examples. Prefer “tell me about the last time” questions because they reduce guessing and exaggeration.

Step 3: Add probes that protect neutrality

Probes let you dig deeper without putting words in someone’s mouth. Start with factual probes (what/when/how), then move to meaning probes (why/so what).

Step 4: Define what you will capture for each question

Add a note to yourself about the evidence you need, such as: timeline, tools used, frequency, impact, stakeholders, and decision criteria.

Interview guide template (copy/paste)

Use this as a baseline for a 30–45 minute customer discovery interview. Keep the wording natural, and pick the probes that fit the moment.

Section A: Opening (2–5 minutes)

Goal: build comfort, set expectations, and get permission to record.

• Intro script: “Thanks for your time. I’m doing research to understand how people handle [topic]. There are no right or wrong answers, and I’m not here to sell anything.”
• Recording consent: “Is it okay if I record so I don’t miss anything?”
• Confidentiality: “I’ll use your feedback for research notes only and won’t attribute quotes to you by name.”
• Warm-up: “Could you tell me a bit about your role and what a typical day looks like?”

Section B: Context and workflow (5–10 minutes)

Core questions

• “Walk me through how you currently do [workflow/task] from start to finish.”
• “What tools, templates, or systems do you use along the way?”
• “Who else is involved, and when do they get pulled in?”

Probes and prompts

• “Where does it start, and what’s the very first step?”
• “What happens right after that?”
• “What’s the most time-consuming part?”
• “What do you have to double-check, and why?”
• “What information do you wish you had earlier?”
• “If you had to teach a new hire, what would you warn them about?”

Section C: The last time it happened (story capture) (10–15 minutes)

Goal: get a real example with a timeline, not a summary.

Core questions

• “Tell me about the last time you had to deal with [problem/job].”
• “What triggered it, and how did you realize it was an issue?”
• “What did you do first?”

Probes and prompts

• Timeline: “What happened next?” “How long did that step take?”
• Frequency: “How often does this come up?” “Is that typical or unusual?”
• Workarounds: “Did you use any shortcuts or manual steps?”
• Artifacts: “Did you create a doc, spreadsheet, ticket, or email thread?”
• Collaboration: “Who did you contact, and what did you ask them for?”
• Constraints: “What got in the way?” “What rules or approvals mattered?”
• Emotions (lightly): “What part was most stressful or annoying?”

Section D: Pain, impact, and value (5–10 minutes)

Core questions

• “What’s the hardest part about handling this today?”
• “What happens if it doesn’t get solved?”
• “How do you know you’ve done it well?”

Probes and prompts

• Impact: “Who feels the pain most?” “What does it slow down?”
• Cost (without numbers if they can’t share): “Does this cost time, money, risk, or reputation?”
• Trade-offs: “What do you sacrifice to get this done?”
• Importance: “Where does this rank compared to your other priorities?”
• Definition of done: “What does ‘good’ look like?” “What does ‘great’ look like?”

Section E: Current alternatives and decision-making (5–10 minutes)

Core questions

• “What have you tried so far to make this easier?”
• “What options did you consider, and why?”
• “How do you decide whether to change your process or buy a tool?”

Probes and prompts

• Switching triggers: “What would have to happen for you to look for a new solution?”
• Evaluation: “What criteria matter most?” “What’s a deal-breaker?”
• Stakeholders: “Who needs to approve?” “Who can block it?”
• Procurement: “Do you have security/legal steps?” “What’s the typical timeline?”
• Budget language: “Is this usually an operating expense, a project, or ad hoc?”

Section F: Light concept check (optional, last 5 minutes)

Goal: test language and reactions without pitching features.

Core questions

• “If you could wave a magic wand, what would the ideal solution do?”
• “What would you want to stay the same about your current approach?”
• “What would make you not trust a solution in this area?”

Probes and prompts

• Trust: “What proof would you need?” “What would you need to try first?”
• Adoption: “Who would need training?” “What would be hard to change?”
• Integration: “What tools would it need to work with?”

Section G: Wrap-up (2–5 minutes)

Core questions

• “Is there anything I didn’t ask that I should have?”
• “If you could give advice to someone building a better way to do this, what would you tell them?”
• “Can I follow up if I have one or two clarifying questions?”

Moderator reminder: end by summarizing what you heard in 2–3 sentences and ask, “Did I get that right?”

How to tailor the guide by persona (without breaking comparability)

Tailoring should change the setting of questions, not the purpose. Keep the core questions consistent so you can compare answers across roles.

1) Create a persona header you can swap

At the top of your guide, add a short persona block so you can adjust language fast.

• Persona: e.g., “Operations manager,” “Marketing lead,” “Founder,” “Frontline agent”
• Domain: industry, team size, customer type
• Environment: remote/on-site, regulated/not regulated
• Tools: systems they likely use
• Constraints: time, approvals, compliance, data access

2) Swap examples, not intent

Keep the question “Tell me about the last time…” but change the prompt to match their world. For example, a finance persona might hear “month-end close,” while a support persona hears “high-volume ticket day.”

3) Add persona-specific probes in a small side list

Add 3–6 extra probes that only apply to that persona. Keep them clearly labeled so you do not accidentally ask everyone different questions.

• For decision-makers: “What budget owner is involved?” “What risks worry you?”
• For daily users: “What do you do when something breaks?” “What do you copy/paste the most?”
• For admins/IT: “What permissions matter?” “What data can’t leave your system?”
• For regulated roles: “What audits or retention rules shape this process?”

4) Keep a “do not ask” list per persona

Some topics can shut people down, like pricing or internal politics. Mark what to avoid or reframe, such as asking for exact budgets or naming vendors, unless they offer it.

Probing prompts library (neutral, useful, and easy to reuse)

When you need to go deeper, choose probes that match what you still don’t understand. Use a calm tone and short questions.

Clarifying probes (remove ambiguity)

• “When you say [word], what does that mean to you?”
• “Can you give an example?”
• “What does that look like in practice?”
• “Which part is manual, and which part is automated?”

Sequence probes (get the steps)

• “What happens right before that?”
• “What happens right after?”
• “Where does it usually get stuck?”
• “Who touches it next?”

Evidence probes (move from opinion to proof)

• “What makes you say that?”
• “How do you know it worked?”
• “What did you measure, even informally?”
• “What would you show your manager to prove it?”

Trade-off probes (uncover priorities)

• “If you could improve only one thing, what would it be?”
• “What do you optimize for: speed, cost, accuracy, or low risk?”
• “What are you willing to give up to get that?”

Constraint probes (find blockers early)

• “What rules do you have to follow?”
• “What’s the hardest approval to get?”
• “What data can’t be shared, and with whom?”
• “What would stop you from changing this process?”

Counterfactual probes (check assumptions)

• “What would you do if you had half the time?”
• “What would you do if this tool disappeared tomorrow?”
• “What if you had to do this at 10x volume?”

Common pitfalls (and how to fix them)

Most customer discovery interviews fail for a few predictable reasons. Fixing them often takes small wording changes.

Pitfall 1: Asking hypothetical questions too early

“Would you use this?” invites polite guesses. Replace it with “Tell me about the last time…” and “What have you tried?”

Pitfall 2: Leading the witness

Avoid baking your solution into the question, like “Is the problem that reporting is slow?” Ask “What’s the hardest part?” and let them name it.

Pitfall 3: Chasing interesting details that don’t match objectives

If you hear something surprising, note it, then come back to your guide. You can schedule a follow-up interview to explore side topics.

Pitfall 4: Letting the interview turn into a support call

Participants may ask for advice or fixes. Thank them, park it, and return to questions so you keep the session focused.

Pitfall 5: Skipping the wrap-up recap

A 30-second summary catches misunderstandings early. It also gives you cleaner notes and fewer “we assumed” mistakes later.

How to capture stories accurately (notes, recordings, and transcripts)

You will miss details if you try to moderate and take perfect notes at the same time. A simple capture workflow helps you keep eye contact and still preserve exact language.

• Record (with permission): audio-only is often enough for discovery interviews.
• Take light notes: focus on timestamps, key terms, and follow-up flags.
• Transcribe: use transcripts to pull exact quotes and compare patterns across interviews.
• Tag after the call: label sections like “trigger,” “workaround,” “decision,” and “risk.”

If you want a fast first draft, automated transcription can help you search and review interviews quickly. If you already have transcripts and need cleanup for research sharing, consider transcription proofreading services to improve readability and consistency.

Common questions

How long should a customer discovery interview be?

Plan for 30–45 minutes for most discovery interviews. If the workflow is complex, 60 minutes can work, but only if you keep the guide tight.

How many questions should be in an interview guide?

Include 8–12 core questions and rely on probes for depth. Too many questions forces shallow answers and rushed pacing.

Should I share the questions with participants ahead of time?

Share topics, not the full script, unless the participant needs to gather information. A topic list keeps answers natural while still helping them prepare.

When is it okay to show a concept or prototype?

Show it at the end, after you collect the “last time” story. If you show it early, people may switch from describing reality to reacting to your idea.

How do I keep interviews consistent across multiple interviewers?

Use the same core questions, define what evidence each question needs, and do a short practice session together. Agree on which probes are allowed and which are leading.

How do I handle participants who give short answers?

Ask for a specific example and use silence for a few seconds. Try probes like “Can you walk me through that step?” or “What happened next?”

What if I need quotes for a report?

Ask for permission to record and transcribe so you can use exact language. Confirm whether you can attribute quotes by name or role, and respect their preference.

When you run customer discovery interviews, clear records make analysis easier and help your team trust the findings. GoTranscript offers the right solutions to capture interviews reliably, including professional transcription services when you need clean, shareable transcripts.