When you run the interview, let the flow of the conversation follow the sequence of events in the customer’s story. Identify the goal and take them back to the moment they first realized they needed to achieve it. From there, use these questions as they walk through the journey to uncover the information you need.

If a question could be answered via desk research, do that first During the conversation: Frame the conversation Keep it casual Ask good questions which pass The Mom Test Deflect compliments, anchor fluff, and dig beneath signals Take good notes If relevant, press for commitment and next steps After a batch of conversations: