A 30-minute interview structure that uncovers past behaviour instead of opinions.
When to use itAny time you need to understand a problem space, validate a segment or hear why customers churned.
Warm-up (3 min)
Introduce yourself, explain there are no wrong answers, and ask permission to take notes.
Context (5 min)
Ask about their role, their team and a normal working week.
Last time it happened (15 min)
"Tell me about the last time you had to…" Follow the story. Ask what they did, what was hard and what they tried.
Current solutions (5 min)
What do they use today? What do they pay in money, time or workarounds?
Wrap-up (2 min)
Ask who else you should talk to and whether you can follow up.