Customer Discovery: Advanced Scripts & Tracking

> Prerequisite: Start with Scripts 1–4 in customer-discovery.md first.

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5. Power User Interview (15 min)

Goal: Understand what your best customers love so you can replicate it.

Who to interview: Top 10% by usage, engagement, or NPS score.

Questions to Ask

1. "You're one of our most active users and I'd love to understand what's working for you."
2. "What was going on in your work/life when you first signed up?"
3. "What's the main thing you use [PRODUCT] for?"
4. "Walk me through how you use it in a typical week."
5. "What's the one feature you'd fight to keep if we had to cut everything else?"
6. "Have you recommended [PRODUCT] to anyone? What did you tell them?"
7. "What's still frustrating or missing? What do you wish it did better?"
8. "What would make you use it even more?"
9. "If [PRODUCT] disappeared tomorrow, what would you do instead?"
10. "Is there anything you use [PRODUCT] for that we probably didn't design it for?"

What to Listen For

• The "aha moment" — when did the product click for them?
• The exact words they use to describe the product (this is your marketing copy)
• Unexpected use cases (potential new features or positioning)
• Their #1 feature — this is your moat, protect it

Green Flags

• They have already recommended it to others (and can tell you what they said)
• They describe a specific workflow that depends on your product
• "I'd be lost without it" or "it's part of my daily routine"
• They have suggestions for improvements (invested in the product's future)

Red Flags

• They use it, but only because there is no alternative (vulnerable to competition)
• Their favorite feature is something you planned to deprecate
• "It's fine" (lukewarm — they may not actually be a power user)
• They use it heavily but would not pay more (price ceiling)

Do NOT Say

• "We're thinking of removing [FEATURE]" (do not test deprecation in this interview)
• "What new features would you like?" (too broad; they will give you a wish list)
• "Would you pay more for X?" (separate interview — see Script 3)
• "You should try [FEATURE]" (do not train during research)
• "That's an edge case" (if a power user does it, it is not an edge case)

Follow-Up Template

Subject: Thanks for being a power user

Hi [NAME],

I really appreciated hearing how you use [PRODUCT]. Your insight about
[SPECIFIC THING] was especially useful.

As one of our most engaged users, I'd like to invite you to
[BETA PROGRAM / ADVISORY BOARD / EARLY ACCESS to new features].

Interested? Just reply and I'll add you.

[YOUR_NAME]

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6. Cold Outreach Discovery (Email + LinkedIn)

Goal: Get strangers in your target segment to agree to a 15-minute discovery call.

Cold Email Script

Subject: Quick question about [THEIR SPECIFIC PAIN AREA]

Hi [NAME],

I'm researching how [THEIR ROLE, e.g., "ops leaders at Series A startups"]
handle [SPECIFIC PROBLEM].

I'm not selling anything — I'm doing customer research and your name
came up as someone who knows this space well.

Would you have 15 minutes this week for a quick call? Happy to share
what I'm learning from other [ROLE]s as a thank-you.

[YOUR_NAME]
[ONE-LINE CREDIBILITY — e.g., "Founder at [COMPANY], previously [ROLE] at [KNOWN COMPANY]"]

Cold Email Follow-Up (3 days later, no reply)

Subject: Re: Quick question about [THEIR SPECIFIC PAIN AREA]

Hi [NAME],

Just bumping this — I know you're busy.

I'm talking to 15-20 [ROLE]s this month about [PROBLEM AREA] and
would love your perspective. Totally informal, 15 min max.

Here's my calendar if easier: [CALENDLY_LINK]

[YOUR_NAME]

LinkedIn Connection Request

Hi [NAME] — I'm researching how [ROLE]s at [COMPANY TYPE] handle
[PROBLEM]. Not selling, just learning. Would love to connect and
ask a few questions if you're open to it.

LinkedIn Follow-Up (after they accept)

Thanks for connecting, [NAME]. I'm interviewing [ROLE]s about
[PROBLEM AREA] — would you have 15 min for a quick call this week?

Happy to share what I'm hearing from others in the space.
Here's my calendar: [CALENDLY_LINK]

What to Listen For

• Reply rate below 5% means your targeting or message is off
• "I don't have this problem" is useful data — refine your segment
• "Talk to [OTHER_PERSON]" is a warm referral — follow up immediately

Green Flags

• They reply within 24 hours
• They suggest a longer call than you asked for
• They forward your message to a colleague
• They ask what you are building (interest signal)

Red Flags

• No replies after 50+ outreach attempts (wrong segment or bad message)
• "Take me off your list" (your message sounds like a sales pitch)
• They agree but cancel or no-show repeatedly (low priority = low pain)

Do NOT Say

• "I'd love to show you a demo" (this is discovery, not sales)
• "We're a startup that does..." (makes it about you)
• "I noticed you [SOMETHING CREEPY FROM THEIR PROFILE]" (keep it professional)
• "Just 5 minutes" (be honest about the time; 15 minutes is fair)
• "I promise I won't pitch you" and then pitch (trust is everything)

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General Rules for All Interviews

1. Record everything (with permission). Take notes, but review the recording.
2. Interview in pairs if possible. One asks, one takes notes.
3. Batch interviews. Do 5-10 in a single week so patterns emerge quickly.
4. Debrief after each interview. Write down your top 3 takeaways within 10 minutes.
5. Track findings in a spreadsheet. Columns: Name, Date, Script Used, Top 3 Insights, Quotes, Follow-Up Action.
6. Stop when you hear the same thing 3 times. That is a pattern. Act on it.
7. Never combine scripts. Each interview has one goal. Mixing goals dilutes everything.

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Interview Tracking Template

CUSTOMER DISCOVERY TRACKER
===========================

Interview #: [NUMBER]
Date:         [DATE]
Interviewee:  [NAME], [ROLE] at [COMPANY]
Script Used:  [ ] Problem Discovery  [ ] Solution Validation  [ ] Pricing
              [ ] Churned Customer   [ ] Power User           [ ] Cold Outreach

Top 3 Insights:
1. [INSIGHT]
2. [INSIGHT]
3. [INSIGHT]

Best Quotes (exact words):
- "[QUOTE]"
- "[QUOTE]"

Surprise / Unexpected Finding:
[FINDING]

Follow-Up Action:
[ ] Send follow-up email by [DATE]
[ ] Introduce to [PERSON]
[ ] Add to beta list
[ ] Schedule follow-up interview on [DATE]
[ ] No follow-up needed

Pattern Check (after 5+ interviews):
- Most common problem mentioned: [PROBLEM]
- Most requested feature/solution: [FEATURE]
- Willingness to pay range: $[LOW] - $[HIGH]
- Strongest segment so far: [SEGMENT]

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> Disclaimer: This playbook is educational information, not professional research advice. Customer discovery methods should be adapted to your specific industry, customer base, and legal requirements (e.g., recording consent laws vary by jurisdiction). Consult qualified advisors for decisions with significant business impact.