A customer interview question path for GTM discovery
A neutral sequence for uncovering buying triggers, evaluation criteria, and adoption friction.
Understand the decision
Ask the customer to reconstruct the moment the problem became worth addressing: what happened, who noticed, and what consequence followed. Trace the path through research, internal discussion, evaluation, purchase, and early use without introducing your category language first.
Put the practice to work
Probe real choices, including delay, manual work, and competing priorities. When the customer uses a broad word such as easy, reliable, or strategic, ask for an example. Concrete behavior is more useful than a favorable adjective.
Review and improve
Record observations separately from interpretation, then compare interviews for recurring triggers, objections, proof needs, and handoff problems. Use findings to revise a specific decision such as qualification, positioning, demonstrations, or onboarding.