Ask about the last real purchase, not imaginary future intentions.
People can't tell you what they will buy; they can tell you exactly what they bought and why. This bank builds a script around the last real purchase — the trigger, the search, the near-misses — with probes that get past polite answers.
Build your script: pick 8–12 questions. Interview about the last real purchase — never ask "would you buy…".
Questions are organised by phase: opening, trigger, search, decision, after-purchase, plus probes. Pick 8–12 per interview.
Every question anchors to a real event ('the last time you…'), never a hypothetical ('would you…'). Hypotheticals produce fiction.
After each interview, code the trigger, the hired job, the fired alternative and the anxieties — in the customer's words.
Illustrative figures, not a client outcome.
Patterns stabilise around 10–15 per segment. Stop when new interviews stop adding new triggers.
Someone who didn't build the product. Founders hear confirmation; neutral interviewers hear the story.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
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