Customer Discovery Interviewing Card Game
 Share
The version of the browser you are using is no longer supported. Please upgrade to a supported browser.Dismiss

View only
 
 
ABCDEFGHIJKLMNOPQRSTUVWXYZAAAB
1
Objective Cards
2
As Ordered in the Kahoot: https://play.kahoot.it/#/k/de16dd0f-274c-4ded-a49b-b36a7dad8d0a
3
IDCardY/NAnswer
4
1Discover if customers will buy your solutionNCustomer interviews are about listening to customer’s problems, not about selling your solution. There are better opportunities to pitch when you start testing solutions.
5
2Discover what marketing strategies to useYTalking with customers helps to identify the channels where customers look for alternative solutions now, and what are their main problems. Those are useful pieces of information you’ll use to market your solution.
6
3Identify how much customers will pay for your solutionNCustomer interviews are about listening to customer’s problems, not about selling your solution. There are better opportunities to optimize your pricing when you start testing solutions.
7
4Discover what kind of functionality your solution should haveNCustomer interviews are about listening to customer’s problems, not about focusing on your amazing solution and relative functionalities. There are better opportunities to prioritise features when you switch from the problem space to the solution space and start testing solutions.
8
5Discover the emotions people associate with the problem you’re trying to solveYCustomers buy their own emotional progress they are trying to make: from a non optimal life towards a better life. Knowing these emotions is a goldmine for your marketing copy because evoking and leveraging them will resonate in your customers’ head and will directly talk to their limbic system, the part of the brain responsible for decision making.
9
6Identify Early Adopters for your solutionYCustomer interviews help to validate if you are able to find people already actively trying to solve the problem (aka Early Adopters). In other words, customer interviews help to quickly answer this question: “If there is no customers with a problem worth solving, why should you solve it?”. There must be the evidence of Early Adopters before moving forward.
10
7Identify what product names customers preferNCustomer interviews are about listening to customer’s problems. Fall in love with customers’ problem, not with your naming or logo for your solution you proudly came up with. When you will test your solution, that will be a better moment to optimise your name, logo, design, and so on. Not now!
11
8Discover what marketing material to produceYKnowing your customers’ problems and emotions connected with them is a goldmine for your marketing material because evoking and leveraging them will resonate in your customers’ head in the most meaningful way you could ever do. Also, focus on the jargon customers use, this will be extremely useful because meaningful to them.
12
9Identify if customers prefer one-time or subscription payments service for your solutionNDon’t focus on your product and your revenue model now. Instead, focus only on listening your customer’s problems. There are better opportunities to optimize your revenue model when you start testing solutions.
13
10Identify the competitive advantage your solution will have over othersYInterviews offer also the best qualitative competitive analysis coming from real customers for free, you could never ever have it differently. This in depth analysis helps to come up with great ideas about how to differentiate your solution from the competition and to reflect this on your marketing material.
14
11Discover what design aesthetics customers prefer? E.g. colors, layout, etc.NSee answer 7.
15
12Get introductions to other potential customersYPeople talk with people in the same market segments, so customers often know others who have the same problem they have, and this is an opportunity to get additional interviews with people of the same market segment.
16
17
Question Cards
18
As Ordered in the Kahoot: https://play.kahoot.it/#/k/3410c9a0-0a33-4e6f-9b7f-58ac184ceb76
19
IDCardY/NAnswer
20
1Do you consider yourself an Early Adopter?NThe answer to this binary question (even assuming customers know what “Early Adopter” means) is based on opinions, which is completely unreliable because there is a gap between what we think we do and what we actually do. Instead, it's up to us to determine who is/isn't an Early Adopter based on whether or not they're actively seeking a solution to their problem. The answers must be based on real facts and stories, not opinions.
21
2We’re trying to solve the [problem]. Have you ever experienced that problem?NThis is a leading question (aka the Mom Test), that assumes the interviewee has the problem you are trying to solve, and leads to kindly answer “Yes”. This question is unconsciously limiting the potential answers the interviewee will likely give, and as a result it can generate a fake validation. Instead, ask neutral open questions. For more informations on cognitive bias: https://en.wikipedia.org/wiki/Cognitive_bias
22
3What's the hardest part for you about being a [role]?YGood open and neutral question to uncover the interviewee’s problems
23
4If you had a magic wand, how would you solve [problem]?NWe cannot rely on answers to this question because they will be an extrapolation of the reality and they end up in the fantasy space. This question invokes our ideal selves and they encourage our brain to generate coherent but not necessarily true answers. “If I'd asked my customers what they wanted, they would have said a faster horse.”— Henry Ford. Customers don’t know what they want. Instead, you want to get them telling specific detailed stories based on real past facts.
24
5What feature would you use more [feature #1] or [feature #2]?NFirst of all, don’t focus on the solution (eg: features), but on the interviewee’s problems. Secondly, as soon as there is a “Want”, “Will” or “Would” in the question, the answers are not reliable because they will be an extrapolation of the reality and they end up in the fantasy space. Also, this question is unconsciously limiting the potential answers your customer will likely give you, and this is one of the common forms of leading questions.
25
6Can you tell me about the last time [problem] happened to you?YThis is a good question to discover the granularity of details of the interviewee’s real life. Answers sounds like a fact-based documentary.
26
7I imagine [problem] makes you feel [emotion]. Is that true?NThis question leads the interviewee to the polite answer “Yes” (aka the Mom Test). People try to be nice, but unfortunately, they lie in your face to do that, and as a result it generates a fake validation. Just observe and engage interviewees without putting words in their mouth, without the influence of value judgments upon their actions, circumstances, decisions, or issues. Instead, ask neutral open questions. For more informations on cognitive bias: https://en.wikipedia.org/wiki/Cognitive_bias
27
8What emotions come up for you as you think about [problem]?YThis question discover the underlying dynamics about what motivates people to make a target behaviour in a specific context.
28
9What would your ideal solution to [problem] be?NSee answers 4 and 5.
29
10If we created your ideal solution to [problem], how much would you pay for it?NFirst of all, your objective in customer interviews is to learn, not to sell. Secondly, there is no reasonable economic justification for a customer to offer anything but a low-ball figure (if not expecting it for free). Customers might honestly not know how much they’d pay. Finally, even if pricing is part of the solution interviews, never ever ask customers what they’ll pay because they don’t know it, instead, tell them. Also, see answers 4 and 5.
30
11What could be done to improve your experience with [problem]?NSee answer 4.
31
12When was the last time you tried to solve [problem]?YThis question helps to validate if the [problem] mentioned by the interviewee is big enough up to the point to spend resources (eg.: money, time, …) to solve it in some way. If, and only if, the interviewee really invested some resources to solve it, there are evidences that she is as an Early Adopter. Also, this question helps to discover the details about what alternative can be considered as a real competitor.
32
13Do you know anyone else experiencing a similar [problem]?YThis question is powerful to validate if the [problem] mentioned by the interviewees is big enough up to the point they are ready to invest their reputation and time to introduce someone else. People talk with people in the same market segments, so they often know others who have the same problem they have, and this is an opportunity to get additional interviews with people of the same market segment.
33
14Have you ever heard of [competiting solution]?NSee answers 2 and 7.
34
15What’s not ideal about your current solution to [problem]?YOnce you have validated the interviewee is an Early Adopter, your objective is to figure out what is the main dissatisfaction with their current alternative. This answer helps to identify opportunities to innovate, but it offers also a qualitative real competitive analysis from real customers.
35
16How much would you pay for a solution to [problem]?NSee answers 5 and 10.
36
17Would you pay [price] to solve [problem]?NSee answers 5 and 10.
37
18
Would you rather pay a higher one time price, or a lower subscription price to solve [problem]?
NDon’t focus on your product and your revenue model now. Instead, focus only on the customer’s problems. Also, see answers 4 and 5.
38
19How did you find your current solution to [problem]?YThis is a great opportunity to discover the channels where to find and then market your solution to other customers in the same market segment.
39
20What other challenges are you facing?YThis is an opportunity to explore other problems. When connecting the dots with the other interviews during the interview analysis phase, it will be easier to identify the main problem.
40
21How often would you use a product like [describe your solution]?NFirst of all, customer interviews are about customers’ problems, not your solution (maybe you already have in mind). So listen, don't pitch! Secondly, it’s easy to lie to this question, it costs nothing since the answer falls in the fantasy space. See also answer 4 and 5.
41
22Why would, or wouldn’t you, use a product like [describe your solution]?NSee answer 21. Also, don’t ask directly ‘Why’, in this way you are asking your customer an analysis effort to justify their answer, and the conclusions can be wrong or influenced by many factors. There is a gap between what we think we do and what we actually did. Instead, we need to understand our customers’ real past behaviours (aka their reality) not the story they tell themselves. So, ask instead ‘WHAT HAPPENED that (pushed you to, made you to, etc) …?’”)
42
23What product name do you prefer [name #1] or [name #2]?NCustomer interviews are about customers’ problems. Fall in love with customers’ problem, not with your naming or logo for your solution you proudly came up with. When you will test your solution, that will be a better moment to optimise your name, logo, design, and so on. Not now!
43
24Can I follow up with you when we build a solution to [problem]?YCustomer interviews are about customers’ problems, not about your amazing solution. So listen, don't pitch now! This is a great opportunity to save you from the itch of pitching now. Also, if the interviewee is really interested to the problem they mentioned (not your solution), this another opportunity to validate if they put their money where their mouth is, and they are ready to invest their time to meet you again and see if you can help them to solve their problem in some way.
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
Loading...
Main menu