Problem Interviews Card Game - Answers

	A	B	C	D	E
1	Objective Cards
2	As Ordered in the Kahoot: https://create.kahoot.it/share/problem-interviewing-cards-objectives/de16dd0f-274c-4ded-a49b-b36a7dad8d0a
3	ID	Card	Y/N	Detailed Video Answer	Answer
4	1	Discover if customers will buy your solution	N	https://www.youtube.com/watch?v=MI9xV3N6wgM	Customer 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	2	Discover what marketing strategies to use	Y	https://www.youtube.com/watch?v=E9Md-0aVu7A	Talking 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	3	Identify how much customers will pay for your solution	N	https://www.youtube.com/watch?v=Hf1J8lVVg9o	Customer 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	4	Discover what kind of functionality your solution should have	N	https://www.youtube.com/watch?v=-IlMt7sTt94	Customer 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	5	Discover the emotions people associate with the problem you’re trying to solve	Y	https://www.youtube.com/watch?v=dx16GMjiA2Q	Customers 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	6	Identify Early Adopters for your solution	Y	https://www.youtube.com/watch?v=wugWHiyhwAY	Customer 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	7	Identify what product names customers prefer	N	https://www.youtube.com/watch?v=aYOCxNQXjMQ	Customer 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	8	Discover what marketing material to produce	Y	https://www.youtube.com/watch?v=D17v77r1bp0	Knowing 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	9	Identify if customers prefer one-time or subscription payments service for your solution	N	https://youtu.be/xPwJghj023U	Don’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	10	Identify the competitive advantage your solution will have over others	Y	https://www.youtube.com/watch?v=ZM3Y52z3eMo	Interviews 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	11	Discover what design aesthetics customers prefer? E.g. colors, layout, etc.	N	https://www.youtube.com/watch?v=9iHNaowlg08	See answer 7.
15	12	Get introductions to other potential customers	Y	https://www.youtube.com/watch?v=a1T3PaOVyOA	People 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.
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17	Question Cards
18	As Ordered in the Kahoot: https://create.kahoot.it/share/problem-interviewing-cards-questions/3410c9a0-0a33-4e6f-9b7f-58ac184ceb76
19	ID	Card	Y/N	Detailed Video Answer	Answer
20	1	Do you consider yourself an Early Adopter?	N	https://www.youtube.com/watch?v=7NI2qAOG4F8	The 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	2	We’re trying to solve the [hypothesized problem]. Have you ever experienced that problem?	N	https://www.youtube.com/watch?v=Bi3QqXvvq-M	This 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	3	What's the hardest part for you about being a [role]?	Y	https://www.youtube.com/watch?v=cj31l2G7rhY	Good open and neutral question to uncover the interviewee’s problems
23	4	If you had a magic wand, how would you solve [problem]?	N	https://www.youtube.com/watch?v=JRL6R4Kjilo	We 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	5	What feature would you use more [feature #1] or [feature #2]?	N	https://www.youtube.com/watch?v=6umx_94OjD4	First 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	6	Can you tell me about the last time [problem] happened to you?	Y	https://www.youtube.com/watch?v=eh2Ncs9T3gA	This is a good question to discover the granularity of details of the interviewee’s real life. Answers sounds like a fact-based documentary.
26	7	I imagine [problem] makes you feel [emotion]. Is that true?	N	https://www.youtube.com/watch?v=UhCQ9sxfd9M	This 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	8	What emotions come up for you as you think about [problem]?	Y	https://www.youtube.com/watch?v=3v1E-hU_tqo	This question discover the underlying dynamics about what motivates people to make a target behaviour in a specific context.
28	9	What would your ideal solution to [problem] be?	N	https://www.youtube.com/watch?v=nmmu-9ghh24	See answers 4 and 5.
29	10	If we created your ideal solution to [problem], how much would you pay for it?	N	https://www.youtube.com/watch?v=lV05opbJdto	First 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	11	What could be done to improve your experience with [problem]?	N	https://www.youtube.com/watch?v=X8D2j3lrc1M	See answer 4.
31	12	When was the last time you tried to solve [problem]?	Y	https://www.youtube.com/watch?v=kS-P1plPPvA	This 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	13	Do you know anyone else experiencing a similar [problem]?	Y	https://www.youtube.com/watch?v=otVDWLPt02M	This 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	14	Have you ever heard of [competiting solution]?	N	https://www.youtube.com/watch?v=5PWXF8tJfWI	See answers 2 and 7.
34	15	What’s not ideal about your current solution to [problem]?	Y	https://www.youtube.com/watch?v=RVf4e225O28	Once 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	16	How much would you pay for a solution to [problem]?	N	https://www.youtube.com/watch?v=_d6QjF9Ej-g	See answers 5 and 10.
36	17	Would you pay [price] to solve [problem]?	N	https://www.youtube.com/watch?v=s90Ps_87z8Q	See answers 5 and 10.
37	18	Would you rather pay a higher one time price, or a lower subscription price to solve [problem]?	N	https://www.youtube.com/watch?v=vKxTE4LzxW4	Don’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	19	How did you find your current solution to [problem]?	Y	https://www.youtube.com/watch?v=LG3MbxZRcvg	This 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	20	What other challenges are you facing?	Y	https://www.youtube.com/watch?v=6r2RdYkBUqU	This 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	21	How often would you use a product like [describe your solution]?	N	https://www.youtube.com/watch?v=f6Zct5Jxdhw	First 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	22	Why would, or wouldn’t you, use a product like [describe your solution]?	N	https://www.youtube.com/watch?v=MUwQ6A08e-Q	See 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	23	What product name do you prefer [name #1] or [name #2]?	N	https://www.youtube.com/watch?v=8re-_koB37Q	Customer 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	24	Can I follow up with you when we build a solution to [problem]?	Y	https://www.youtube.com/watch?v=pWihkCKgMPs	Customer 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.
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