Question bank
Laddering interview probe questions
A reusable set of laddering probes for product and UX interviews. It starts with a question that confirms the attribute, then four variations of why it matters to climb from attributes to consequences to values, and three replies for the usual deflections, such as I just like it or I don't know. Copy them into your discussion guide, or set them as follow-ups in Koji so the AI interviewer probes each answer the same way.
Where this appears
What's in this question bank
Establish the attribute
- You mentioned you prefer [option] because [attribute]. Is that right?
Climb the ladder
- Why does that matter to you?
- What does that give you or allow you to do?
- How does that benefit you in practice?
- And why is that important?
When they deflect
- What specifically do you like about it?
- If you had to guess, what would you say?
- Better in what specific way for you?
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:
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<a href="https://www.koji.so/visuals/laddering-interview-probe-questions"><img src="https://www.koji.so/visuals/laddering-interview-probe-questions/laddering-interview-probe-questions.png" alt="Question bank of laddering probes: one to confirm the attribute, four why questions to climb the ladder and three replies for when people deflect." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/laddering-interview-probe-questions">Laddering interview probe questions</a>, Koji</p>
