Write a Customer Case Study Interview Guide
Added 2026-11-01
Ask about process and numbers, not "what do you think of us".
I am interviewing a customer for a case study. Write the interview guide: 1) an opener that lets them talk about themselves, no pitching; 2) the concrete situation before using us — time, cost, process; 3) how the decision was made, who objected, how they were persuaded; 4) quantifiable results, at least three metrics with how they were calculated; 5) "when would you not recommend this", which adds credibility; 6) confirm what can be published and what must be anonymised. Keep every question short and askable.
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How to use
案例的可信度来自「什么情况下不适用」。
Try tweaking it
- Have it state how the hypothesis could be falsified before discussing execution.
- Split the plan into a one-week testable experiment.
What you should get
- A small testable experiment with a failure threshold
- Costs, risks, and what needs outside confirmation
Common mistakes
- Asking for a "full business plan" and getting unverifiable optimistic assumptions.
- No failure threshold, so you never know whether to continue.
How to check the output
- There is a clear failure threshold, testable within a week.
- Costs, assumptions and risks are listed separately.
Where it works
- Good for: turning business assumptions into a small testable experiment with a failure threshold first.
- Watch out: for pricing, contracts and legal points, treat output as a draft needing professional review.