Interviewing Customers? Here’s a List of Customer Interview Questions

Running a customer survey is very important in the customer lifecycle. This mechanism allows you to get valuable feedback from your customer. These questions can be used on a live call or on a survey software sent to a select group of customers. Generally, you will have a more robust conversation if you schedule a time with the customer and ask them these questions live. In exchange for a small gift, like a $20 Amazon Gift Card, you can hop on a call with your customer and work through these questions together. Doing this grants you access to the customer’s mindset and reasoning for choosing your product.

This will also reveal important data about their buying motives that can be later used in advertisements and landing pages.

The questions below are typically used for a survey when using a Typeform or another survey tool. These questions are by no means complete, but they are growing and give you a sense of what to ask customers while surveying. These questions help you understand the motives, emotions and overarching reasons why someone would purchase or consume your product. The answers, therefore, are invaluable for both a strategic marketing angle and and to understand your customers overall.

These questions can be a blend of open ended questions and multiple choice. Determine what your goal is before conducting the survey. Are you looking for marketing angles? Product improvement? What about the product do you want to learn?

To be clear, these are more survey related questions and do not pertain to lead generation style questions that would qualify or disqualify a user of a product or service. These are really geared towards a better understanding of your product or service in the marketplace. This really helps you formatting proper marketing angles with your advertisements.

General Questions

  • What’s your first name?
  • What’s your last name?
  • What’s your email? (Asked at the end)


  • Where do you live?
  • What is your age?
  • Are you married?
  • Do you own a home?

Brand Questions

  • How did you hear about {Brand}?
  • What about {Brand} inspired you to give it a try?
  • What’s your favorite part about {Brand}?
  • What excites you the most?
  • What surprised you about {Brand}?
  • How would you describe {Brand} to a friend or family member if you were to recommend it?

Product Questions

  • What were you hoping to achieve by using the product?
  • Why did you decide to purchase the product? 
  • What do you like about the product? 
  • What don’t you like?
  • What is your favorite product in the box? (Specifically for subscription boxes) 
  • What do you look forward to about receiving your product?
  • What did you get out of the product that you didn’t expect?
  • If you were in a casual conversation about the product, what would you say?

Hero Journey 

  • What was going on in your life?
  • What were your initial thoughts?
  • What were you hoping for?
  • What was your experience like?
  • Do you have a ritual around opening the box?
  • What do you do with the items?
  • How do they make you feel?
  • What is your fav thing overall?
  • How would you describe to a friend?

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