Setup

Thank you so much for taking the time to chat with us about your experience buying [COMPANY]! Like we mentioned, we’re just looking to understand the buying journey better, and so your perspective is really helpful for us. We may ask some pretty detailed questions about your experience — if you don’t remember, that’s absolutely OK. The only thing we ask is for your honesty.

🔴 I’m going to go ahead and hit ‘Record’ now. 🔴

Do you have any questions before we begin?

Great!

First, do you mind sharing a little bit about your role at the company and what you’re responsible for?

Awesome.

Let’s rewind back to the moment right before you found [COMPANY].

Identifying the problem

• What problem were you looking to solve when you came across [COMPANY]? What were you struggling with?
• Why was it a priority to solve this problem? Was there a specific catalyst/reason for urgency?
• What other projects were you working on at the time? What were the top 2-3 projects?
• What outcome or impact were you trying to achieve with a solution?

Searching for a solution

• Where/how did the search for a solution begin?
• Did you consult any external resources during the research process?
  • Did you refer to any review sites, like G2? If so, which ones?
  • Did you refer to an industry analyst, like Gartner?
  • Did you seek advice from a consultant?
• Did any of those recommendations influence your decision-making process?
• Are there specific websites or communities you turn to when it comes to professional development and learning? If so, what are they?
• How did you first discover [COMPANY]?
• What initially caught your attention about [COMPANY] and drew you to engage with the company and explore the product?
• Do you remember which channels or platforms you encountered our marketing content?
• Did you consider multiple solutions before making a decision?
  • If so, what factors influenced your choice between them?
  • Were there any particular brands or companies that stood out to you during your research process? If yes, what made them stand out?
• What were the top 3 “must haves” or requirements you had while evaluating potential solutions?
  1. How would you rank those?