Preamble
“Hi and thanks for participating in this interview. We’re going to ask you a few questions about your recent purchase. There are no right or wrong answers, we’re just trying to get your story in your own words. At certain times, we’ll dive really deep and ask detailed questions about a situation. You can think of it like we’re filming a documentary and we’re trying to set the scene and get all the details right for a closeup. Any questions? Great! Let’s begin.”
The Point of Purchase
- When did you purchase the product?
- Where were you?
- What time of day was it? (daytime/ nighttime?)
- Was anyone else with you at the time?
- How did you purchase the product?
Finding the first thought
- When did you first start looking for something to solve your problem
- Where were you?
- Were you with someone? What did they say?
- What triggered you to think about this?
Building the consideration set
- Tell me about how you looked for a product to solve your problem.
- What kind of solutions did you try? Or not try? Why or why not?
Be curious about emotion
- What was the conversation like when you talked about purchasing the product with your <spouse/friend/parents>?
- Before you purchased did you imagine what life would be like with the product? Where were you when you were thinking this?
- Did you have any anxiety about the purchase? Did you hear something about the product that made you nervous? What was it? Why did it make you nervous.
