Demand playbook
Demand Interview Script
Use this conversation to uncover behavior, alternatives, urgency, and buyer language without pitching the product idea into every question.
Before the call
- Recruit someone who actually fits the buyer situation.
- Write the problem assumption in one sentence.
- Do not show your product solution until you have learned how the problem behaves today.
Ask these questions
- Tell me about the last time this problem happened.
- What triggered it?
- What did you do first?
- What happened if you did nothing?
- What have you already tried?
- Did you spend money, time, or effort on any alternative?
- What was frustrating or incomplete about that alternative?
- Who else is involved in the decision or affected by the problem?
- What would a meaningfully better outcome look like?
- How would you decide whether a new solution was worth trying?
Evidence notes
Record exact buyer language separately from your interpretation.
After the conversation
- Behavior: What did the buyer actually do?
- Alternative: What are you competing against today?
- Urgency: What made the problem active?
- Economic signal: Was there existing spend or meaningful effort?
- Next test: What assumption is still unsupported?