You have identified a problem, mapped the buyer’s motivations, explored their experience, and identified the job they are trying to get done.

But there’s one problem:

You may still be wrong.

The Customer Discovery Interview Kit helps you move from I think I understand my customer to I’ve spoken to real people and understand what is actually happening.

Instead of asking people to validate your idea, you’ll learn from their real experiences, behaviours, and decisions.

What is this toolkit about?

The Customer Discovery Interview Kit is a guided set of tools for having meaningful conversations with people who experience the problem you’re investigating.

It helps you discover:

• What actually happened

• How people currently deal with the problem

• What they have already tried

• What they find difficult

• What alternatives they use

• What motivates them to act

• What they care about when choosing a solution

Your goal isn’t to sell. Your goal is to learn.

What problem does this toolkit solve?

Experts often ask questions like:

“Would you buy this?”

or:

“Do you think this is a good idea?”

The problem is that hypothetical answers don’t reliably predict behaviour.

People may say they like your idea without ever paying for it.

Customer discovery helps you avoid:

• Asking leading questions

• Pitching your solution during research

• Treating opinions as evidence

• Relying on assumptions

• Interviewing people who don’t actually experience the problem

• Designing around what people say they might do

• Mistaking politeness or enthusiasm for genuine demand

Don’t ask people to validate your solution. Investigate their reality.

When should I use it?

Use this toolkit when:

• You have identified a problem worth investigating.

• You have a hypothesis about your customer’s motivation or job.

• You need to understand how people currently deal with the problem.

• You want evidence before creating an offer.

• You need to test assumptions you’ve made about your customer.

• You’re ready to speak directly with people who experience the problem.

Use it before building your solution, not after.

What will I have when I’m done with this toolkit?

You’ll have a Customer Discovery Evidence Pack containing:

• A clear customer interview profile

• Your interview objectives

• A structured interview guide

• Notes from your customer conversations

• Evidence about real customer behaviour

• Current alternatives and solutions customers use

• Recurring problems, motivations, and patterns

• Assumptions that were confirmed, challenged, or disproved

• Key insights to guide your next decision

Most importantly, you’ll have evidence from real customers rather than relying entirely on your assumptions.

How to use this toolkit

The Notion toolkit will guide you through thiese simple activities:

1. Define who to interview
Choose 10 people who have actually experienced the problem, not simply people who fit your target demographic.

2. Prepare your questions
Use open-ended questions that encourage people to tell stories about what they actually did.

3. Conduct the interviews
Listen more than you talk. Follow the customer’s story rather than trying to prove your hypothesis.

4. Capture the evidence
Record specific behaviours, experiences, alternatives, triggers, frustrations, and outcomes.

5. Analyse the patterns
Look across conversations for recurring evidence—not isolated opinions.

Don’t pitch. Don’t persuade. Don’t lead. Stay curious.

 The Toolkit

Customer Discovery Interview Kit Notion Template

Use the interactive Notion template to prepare, conduct, and analyse your customer discovery interviews.

👉 Open the Customer Discovery Interview Kit

Duplicate the template into your Notion workspace before you begin.