Questions that unlock real customer problems

Good interview questions help customers share their actual experiences rather than their opinions about solutions. The best questions focus on specific situations and concrete behaviors. They invite detailed stories rather than simple yes-or-no answers, revealing the context and emotions behind user actions and decisions.

Start with context-setting questions about recent, specific experiences with your product or problem space. Ask customers to walk you through the last time they encountered the issue you're exploring. Listen carefully for emotional moments and dig deeper when you hear frustration, confusion, or delight. Use phrases like "tell me more about that" or "what happened next" to encourage elaboration.

Avoid leading questions that bias responses toward what you want to hear. Instead of asking "Would you use this feature?" ask "Walk me through how you currently handle this task." This approach reveals actual behavior patterns and unmet needs that customers might not articulate directly when asked about hypothetical solutions.^[1]