When you're validating assumptions—whether about a new service, product, or feature—interviewing potential users or referring partners is golden 🌟. These sample questions are unbiased, open-ended, and designed to help you gather real insights without leading the interviewee toward a specific answer.
General Best Practices
Before we dive into the questions, here are some quick reminders:
- Start broad, then go narrow.
- Avoid yes/no questions unless you're using them for clarification.
- Stay neutral—no leading language like “Wouldn’t it be great if…?”
- Let them speak freely. Silence is okay! Give them time to think.
Sample Questions for Potential Users
These questions aim to validate whether your assumptions about their problems, behaviors, and needs are accurate.
1. Understanding Current Behavior
- Can you walk me through how you currently handle [specific task/problem]?
- What’s the most frustrating part of that process?
- When was the last time you experienced that frustration?
- What tools or services are you currently using to help with this?
2. Identifying Pain Points
- If you could change one thing about how you currently do [task], what would it be?
- What happens if you don’t solve this issue?
- Have you looked for other solutions? What did you find or not find?
3. Exploring Desired Outcomes
- What would an ideal solution look like for you?
- What would make you excited to try something new?
- How would you measure whether a new solution is working for you?
Sample Questions for Referring Partners
If you're validating assumptions about partnerships (e.g., other healthcare providers, schools, or community orgs), these are your go-to questions.
1. Exploring Their Experience with Referrals
- Can you describe how you typically refer someone to another provider?
- What are the key factors that influence who you refer to?
- What makes a referral partner stand out to you?
2. Understanding Challenges
- What are the biggest challenges you face when making referrals?
- Are there any gaps in services or specialties you wish were easier to refer to?
- What concerns do you have about referring out?
3. Assessing Potential Fit
- If a new provider offered [key feature/benefit], how would that impact your decision to refer?
- How do you usually learn about new providers to refer to?
- What kind of communication or support would make you more confident in a referral relationship?
Wrapping Up the Interview
Finish your interview with a few catch-all closers:
- Is there anything else I haven’t asked that you think is important?
- What advice would you give someone trying to create a better solution for this?
- Would you be open to staying in touch as we develop this idea?
💡 Pro Tip: After a few interviews, patterns will emerge. You’re not looking for “everyone says yes”—you’re looking for consistency and clarity about what people truly need and value.
Final Thoughts
Customer discovery and validating your assumptions is vital before deciding to start a business or even offer a new service in an existing business. Put on your scientist hat and test your hypothesis before you make a plan to go after it! Read How to Qualify Your Idea Before You Launch to dive deeper!