What are behavior-first questions in customer discovery?

Behavior-first questions focus on what customers actually do, not what they think or would hypothetically do. Ask "Tell me about the last time you..." instead of "Would you use a product that...". Past behavior is the best predictor of future behavior.

What questions should I avoid in customer interviews?

Avoid "magic wand" questions that ask customers to design solutions. Avoid questions starting with "is", "are", "would", or "do you" as they lead to yes/no answers. Avoid hypotheticals about future behavior. Instead, ask open-ended questions about past experiences and current workflows.

Designing the Questions

The best questions get people to tell you what they actually do — not what they think or wish they did. They know their problems. You figure out the solution.

Why Customers Can't Tell You What to Build

People can only imagine solutions based on what they've already seen. Most great products were things users never asked for — because they didn't know it was possible.

Don't ask what they want. Understand their problems so well that you can build something better than they imagined.

The Core Idea

Ask about what they do, why they do it, and what's hard. Not about ideas, opinions, or feature requests.

Question Design Guidelines

1. Skip "Magic Wand" Questions

Customers are bad at designing solutions. Their job is to tell you what they do and what's hard. Your job is to design the solution.

Avoid

"If you could wave a magic wand, what would you want?"

Instead ask

"Walk me through what happens when this problem occurs."

2. Use Open-Ended Starters

Start with who, what, why, and how — they lead to stories. Avoid is, are, would, or do you — they lead to yes/no answers.

Good starters

• "What happens when..."
• "How do you currently..."
• "Why did you decide to..."
• "Who is involved in..."
• "Tell me about..."

Avoid starters

• "Do you..."
• "Is it..."
• "Would you..."
• "Are you..."
• "Could you see yourself..."

3. Ask About What They Did

What people did is the best sign of what they'll do. "Tell me about the last time you..." beats "Would you ever...". People remember what they did. They make up what they'll do.

4. Go Deep

When something interesting comes up, dig in. Ask "Why?" Then ask "Why?" again. The good stuff is usually two or three levels down.

A Great Way to End

"What should I have asked you that I didn't?"

This often gets you the best insight of the whole interview. It gives them permission to say what's really on their mind.

Example Questions

"Tell me about the last time you dealt with [problem]."

"Walk me through how you do [task] today."

"What's the hardest part about [activity]?"

"How are you handling this now?"

"What have you tried that didn't work?"

Key Takeaway

Ask about what they do, not what they think. Start with "what," "how," and "why." Ask about the past, not the future. End with "What should I have asked you that I didn't?"