The questions that get you the truth

Ask these

Ask about the past. The past already happened, so nobody has to guess.

• "Tell me about the last time you had this problem." A real memory, not a prediction. You get facts, dates, and feelings you could never invent.
• "Show me how you do it now." Watching beats hearing. You see the steps they forgot to mention.
• "What else have you tried?" If they tried nothing, the problem is small. If they tried five things, you found a real one.
• "How are you dealing with it now?" Their current workaround is your real competitor, not another app.
• "Why do you bother?" Takes you from the task to the reason. The reason is where the product lives.
• "Who else should I talk to?" If they care, they will introduce you. If they do not offer a name, that is an answer too.
• "Is there anything else I should have asked?" Ask this last, every time. The best thing you learn all day usually comes out here.

These are adapted from The Mom Test by Rob Fitzpatrick. Worth reading. It is short.

Avoid these

These questions feel useful. They are not. They all invite a polite yes.

• "Do you think this is a good idea?" You are asking for an opinion about your feelings. Everyone protects your feelings.
• "Would you use this?" The future is free to promise. Nobody pays a price for saying yes.
• "Would you pay for this?" Yes is free. Only a real commitment counts: time, money, or a booked meeting.
• "What would your dream product do?" You get a wish list, not a problem. Wish lists are fun to build and nobody uses them.
• "Do you like it?" Compliments are the most expensive thing you can collect. They feel like progress and they are not.

Or just watch

Half of this needs no questions at all.

• Watch where their hand stops. That screen is your next task. Say nothing while they use it. Do not help them.
• Watch if they reach the good part. The moment you built the whole thing for. Most people never get there. Find out why.
• Watch if they come back tomorrow. Coming back is the only signal nobody can fake.