Customer Interview Script Generator

A customer interview script is a structured guide that helps researchers conduct consistent, productive conversations with users. Unlike a rigid questionnaire, a good script provides a framework for exploration while leaving room for natural follow-up and deeper probing when interesting insights emerge.

The script typically includes an introduction that establishes rapport and consent, warm-up questions to ease into the conversation, main questions organized by topic, follow-up probes for digging deeper, and wrap-up questions that capture final thoughts.

While you shouldn't read from your script verbatim, having one ensures you cover key topics consistently across interviews and helps you stay focused when conversations naturally wander into unexpected territory.

Discovery interviews help you understand problems and uncover unmet needs before you've built anything. The goal is to explore the user's world, understand their current workflows, and identify pain points. Ask open-ended questions and follow the user's lead - you're trying to learn, not validate.

Validation interviews test specific assumptions about your solution. Show concepts, prototypes, or descriptions and gather reactions. The key is separating politeness from genuine interest - people often say they'd use something when they wouldn't actually pay for it.

Usability interviews watch users interact with your product to identify friction points. Ask them to think aloud as they complete tasks. Focus on what they do, not what they say they'd do - behavior reveals more than opinions.

Churn interviews investigate why users left your product. These are often the most honest conversations because users no longer have a relationship to protect. They can reveal blind spots that current users won't mention.

Ask about specific past behaviors, not hypotheticals.“Tell me about the last time you...” yields much richer data than “Would you ever...” People are bad at predicting their own future behavior but can accurately describe what they've actually done.

Embrace awkward silences. When you ask a question, wait. Resist the urge to fill silence or offer multiple-choice answers. Some of the best insights come after a pause when the interviewee digs deeper to fill the quiet.

Follow the emotion. When someone's voice changes, they lean in, or they express frustration - that's your signal to probe deeper. “You seemed frustrated when you mentioned that. Can you tell me more?”

Record and review. You can't take good notes and be fully present at the same time. Record interviews (with permission), focus on listening, and review recordings to extract insights you missed in the moment.

Leading the witness. “Don't you think it would be easier if...” tells users what answer you want. Instead, ask neutral questions: “How do you feel about the current process?”

Pitching instead of listening. If you find yourself explaining your product more than asking questions, you've stopped doing research. The interview isn't a sales call - you're there to learn, not convince.

Accepting vague answers. When someone says “It's kind of annoying,” don't move on. Ask: “What specifically is annoying? Can you give me an example?” Specifics are where insights live.

Only interviewing happy users. Your most valuable interviews might be with people who tried your product and left, or who fit your target market but chose a competitor. Seek out uncomfortable feedback.