Reference table
Journey mapping interview questions by stage
Ten open-ended interview questions for customer journey mapping research, two for each stage: awareness, evaluation, onboarding, value realization and advocacy or churn. Each one asks about a specific moment, which is where the emotion and the pain points come out. Mix them with a few scale questions to see how many people felt the same way.
Where this appears
What's in this reference table
| Stage | Ask | Then ask |
|---|---|---|
| Awareness | Walk me through how you first realized you had this problem. | Before you tried us, what were you doing instead? |
| Evaluation | Tell me about the moment you decided to give us a try. | What almost made you go with someone else? |
| Onboarding | Describe the first 24 hours after you signed up. | Was there a point where you almost gave up? Tell me about it. |
| Value realization | When did you first feel like this was working? | If you stopped using us tomorrow, what would you miss most? |
| Advocacy or churn | Have you recommended us to anyone? Walk me through that conversation. | If you've ever considered leaving, what triggered that thought? |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/journey-mapping-interview-questions-by-stage"><img src="https://www.koji.so/visuals/journey-mapping-interview-questions-by-stage/journey-mapping-interview-questions-by-stage.png" alt="Table of ten journey mapping interview questions, two for each stage from awareness and evaluation to onboarding, value realization and churn." width="1200" height="823" /></a>
<p>Source: <a href="https://www.koji.so/visuals/journey-mapping-interview-questions-by-stage">Journey mapping interview questions by stage</a>, Koji</p>
