User interview questions: a discussion guide template

A discussion guide is your plan for the conversation: the topics you want to cover and the questions you'll ask, in order. It keeps every interview on track, so you can compare what different people said.

It's a guide, not a script. Follow the person when they say something interesting, then come back to it. If you only read questions out, you'll miss the stories that matter.

• Five or six main questions are enough for a 30 to 45 minute call.
• Add two or three follow-ups under each one, in case the answer is short.
• Mark the questions you must ask, so you know what to skip if time runs out.

Use these five parts, in this order. Each one builds on the last, so people are relaxed and talking freely by the time you reach the questions that matter most.

1. Welcome (3 minutes): say hello, who you are and why you're talking to them.
2. Warm-up (5 minutes): easy questions about them and their day.
3. Their story (15 minutes): the last time they did the thing you're studying.
4. Your product or idea (10 minutes): what they think, and what they'd do.
5. Wrap-up (5 minutes): anything you missed, thanks, and when they'll be paid.

Take a minute to greet people properly and ask how they are. Then say:

• “Thanks for joining. I'm [name], and I work on [product]. We're talking to people about [topic] so we can make it better.”
• “There are no right or wrong answers. We want to hear about your real experience, good and bad.”
• “You can skip any question or stop at any time. Is it still OK for me to record this, so I don't have to take notes the whole time?”

Easy questions get people talking and give you context for everything they say later.

• “Tell me a little about yourself. What do you do day to day?”
• “What does a normal weekday look like for you?”
• “Which apps do you use most on your phone?”

This is the heart of the interview. Ask about one real, recent time, not what people usually do. Real stories bring out the costs, workarounds and worries people forget when they talk in general.

• “Tell me about the last time you [paid a bill / booked a ride / sent money home].”
• “Where were you? What did you do first?”
• “What happened next?”
• “Was anything difficult or annoying about it?”
• “How did you get around that?”
• “Who else was involved?”

When something sounds important, dig in with “Why was that?”, “Can you tell me more?” or “What did you do then?” Then leave a pause. People often add the most useful detail when you stay quiet.

Only now bring in your product. If you show it first, everything people say afterwards is about your product, not their life.

• “What do you think this is for?”
• “Walk me through how you'd use it.”
• “What would stop you from using it?”
• “What would you use instead?”

Be careful with “Would you use this?” and “How much would you pay?” People are kind and want to say yes, so the answers are often too positive. Watching what people actually do in a test tells you more.

• “Is there anything about [topic] I didn't ask that you think I should know?”
• “If you could change one thing about how you [do the thing] today, what would it be?”
• “Thank you, this was really helpful.” Then tell them when they'll be paid.

The first question often brings out something you'd never have thought to ask.

A leading question hints at the answer you want, and people go along with it. Rewrite these before your first call:

• Leading: “Don't you find mobile money fees too high?” Better: “What do you think about the fees you pay?”
• Closed: “Do you use the app every day?” Better: “When did you last use the app? What for?”
• Two in one: “Was it quick and easy?” Better: ask “How long did it take?” and “What was hard about it?” separately.
• Future guess: “Would you use a savings feature?” Better: “Tell me about the last time you saved money for something.”
• Jargon: “How was the onboarding flow?” Better: “What was it like setting up your account?”

When you set up an interview study, the Session setup step has a Discussion guide box for your talking points, in order. Only you see them, next to the call. If AI drafts your study from your brief, it writes a first discussion guide too, and you can edit every point.

During the call, take notes as you go. Each note is stamped with the recording time, so you can jump back to that moment later and find quotes for your themes.

1. Write down the decision your interviews should help you make.
2. Plan five or six main questions, with follow-ups under each.
3. Order them: welcome, warm-up, their story, your product, wrap-up.
4. Ask about the last time something really happened.
5. Rewrite any question that hints at the answer.
6. Mark the questions you must ask, in case time runs out.
7. Try the guide on a colleague before your first real call.