Reference table
A 30-minute customer interview discussion guide
A minute-by-minute discussion guide for a 30-minute customer interview, built on the Mom Test rules. Most of the time goes on past behavior and how the person solves the problem today. Your idea only comes up near the end if the conversation has earned it, and the close asks who else you should talk to. Use it as the script for a first interview, or load the same questions into Koji and run them as an AI-moderated interview.
Where this appears
What's in this reference table
| Minutes | Part | What to ask |
|---|---|---|
| 0 to 3 | Warm up | Can you tell me about your role and what a typical week looks like? |
| 3 to 10 | Past behavior | Tell me about the last time you had to do the task. |
| 10 to 20 | Current solution | How do you handle this today? What have you tried that didn't work? |
| 20 to 25 | Outcomes and priorities | If this problem disappeared tomorrow, how would your week change? |
| 25 to 28 | A peek at your idea | Only if it's earned: we are exploring this. Does anything resonate? |
| 28 to 30 | Close | Who else should I be talking to? |
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<a href="https://www.koji.so/visuals/customer-interview-discussion-guide-30-minutes"><img src="https://www.koji.so/visuals/customer-interview-discussion-guide-30-minutes/customer-interview-discussion-guide-30-minutes.png" alt="Table of a 30-minute customer interview guide with timings: warm up, past behavior, current solution, outcomes, a peek at your idea and the close." width="1200" height="877" /></a>
<p>Source: <a href="https://www.koji.so/visuals/customer-interview-discussion-guide-30-minutes">A 30-minute customer interview discussion guide</a>, Koji</p>
