Startups · Validation
Thirty questions by purpose, the principles behind them, a conversation structure and the mistakes that produce false validation.
Last updated: October 2026. Written by Athar Ahmad, Certified Bubble.io Developer and Tech Architect, Simple Automation Solutions.
Quick answer
Customer discovery interviews should focus on the customer’s life and past behaviour, not your idea. Ask about context, the hardest parts of the process, the last time it went wrong, current solutions and workarounds, priority and urgency, how buying decisions are made, and finish by looking for commitment such as a pilot, deposit or introduction. Avoid pitching, leading questions and treating compliments as validation.
Key takeaways
- Ask about past behaviour, not hypothetical futures.
- Look for specifics, cost and urgency, not compliments.
- Seek commitment: pilots, deposits, introductions.
- Aim to speak a minority of the time; record and tag patterns.
- Turn repeated findings into a scoped first version.
In this guide
Most founders ask the wrong questions. They pitch their idea and ask “Would you use this?”, and friendly people say yes. Then the product launches and nobody pays. The problem is not the people. It is that opinions about hypothetical futures are unreliable, while facts about past behaviour are not.
This guide gives you thirty customer discovery interview questions, organised by purpose, along with the principles behind them, a simple structure for the conversation and mistakes to avoid. The approach draws on the ideas popularised in Rob Fitzpatrick’s book The Mom Test.
What is customer discovery?
Customer discovery is the process of talking to potential customers to understand their problems, behaviours and priorities before, and while, you build a product. The goal is to learn, not to sell. Done well, it tells you whether a problem is real, painful and worth paying to solve.
The core principles
- Ask about their life, not your idea. Learn how they work today.
- Ask about the past, not the future. “When did you last…?” is more reliable than “Would you ever…?”.
- Look for specifics. Real examples, numbers, tools and names.
- Listen for pain and cost. Is it frequent? Expensive? Annoying enough to act on?
- Look for commitment. Time, money or introductions show real interest. Compliments do not.
- Talk less. Aim for them speaking most of the time.
30 questions to ask
Context: understand their world
- Tell me about your role and what a typical week looks like.
- Who else is involved in [the process you are studying]?
- What tools do you use for that today?
- How often does this task come up?
- What does success look like for you in this area?
Problem: find out what hurts
- What is the hardest part of [the process]?
- Tell me about the last time that went wrong.
- What happened as a result?
- How much time does this take each week?
- What does it cost you, in time, money or stress?
- Who is affected when it goes badly?
Current solutions: learn what they already do
- How are you handling this today?
- What have you tried before?
- Why did you stop using it, or why do you keep using it?
- What do you wish it did differently?
- What workarounds have you built?
Priority and urgency: is it worth solving?
- Where does this rank among your biggest problems right now?
- What would happen if you did nothing about it?
- Have you looked for a better solution? What did you find?
- What has stopped you from fixing it so far?
Buying: how decisions are made
- Who decides on tools like this?
- How did you choose your current solution?
- What budget exists for this, and where does it come from?
- How long does a decision like this usually take?
Wrap-up and commitment
- Is there anything I should have asked but did not?
- Who else should I talk to?
- Would you be willing to try an early version and give feedback?
- Would you be open to a pilot or a paid trial if it solved this?
- Can I follow up with you in a few weeks?
A simple structure for the conversation
| Time | Activity |
|---|---|
| 3 minutes | Introduce yourself and the purpose: you are learning, not selling |
| 15 to 20 minutes | Context, problem and current solutions |
| 5 minutes | Priority, buying process and anything missing |
| 3 to 5 minutes | Next steps: introductions, follow-up or pilot |
How do you record and use what you learn?
- Take notes, or record with permission, and write a short summary straight after each conversation.
- Capture exact quotes and numbers.
- Tag patterns: the same problem, tool or phrase appearing repeatedly.
- After ten conversations, look for what is common. Do not over-weight one loud voice.
- Turn findings into a problem statement and a list of must-have features. See what to cut before you build.
What mistakes should you avoid?
- Pitching your idea in the first five minutes.
- Asking leading questions, such as “Would a tool that saves you time be useful?”.
- Treating compliments as validation.
- Talking only to friends or people who are too polite to be honest.
- Not asking for commitment.
- Interviewing too few people, or only people who are all alike.
- Ignoring data protection when you record or store notes. Get consent and keep notes secure.
From discovery to a scoped plan
When your conversations show a real, repeated problem, the next step is a written scope. Our Discovery Sprint turns what you learned into a PRD, architecture and cost estimate within 24 hours for $345, credited toward a build starting at $3,500. Begin with a free 30-minute Idea Audit. See also our validation checklist.
Frequently asked questions
What is the Mom Test?
A set of principles from Rob Fitzpatrick’s book for asking questions that produce honest answers: focus on their life and past behaviour, avoid pitching and look for commitment.
How many customer interviews should I do?
Enough to hear the same problems repeated, often ten to twenty conversations, but keep going if answers vary widely.
Who should I interview?
People who match your target customer and have the problem now, not friends and family.
Should I pitch my idea during an interview?
Not early. Learn first, and only describe a solution near the end if at all.
What counts as validation?
Evidence of real behaviour: they already spend time or money on the problem and commit to a pilot, deposit or introduction.
Done the interviews and ready to scope your product?
Email us what you learned. We will help you turn it into a clear scope, cost and timeline.
Athar Ahmad, Certified Bubble.io Developer and Tech Architect, Simple Automation Solutions
About Simple Automation Solutions (SA Solutions)
Simple Automation Solutions is a Bubble.io development studio led by Athar Ahmad, a Certified Bubble.io Developer and Tech Architect. It builds web and mobile apps, client portals and SaaS products for founder-led businesses such as law firms, accounting firms, boutique agencies and consultants. Services include a free 30-minute Idea Audit, a $345 Discovery Sprint (a Product Requirements Document delivered within 24 hours, credited toward the build) and builds starting at $3,500. Website: sasolutionspk.com.
