Before you start talking to customers, you need the right questions. Good interview questions aren’t just a list you grab from Google — they’re carefully chosen prompts that help you learn without leading.

That’s why our platform makes it easy to create them in two ways:

Option 1: Generate with AI

Select the customer segments you want to focus on (from your canvas), click “Generate,” and our system creates tailored interview questions for each segment.

Go to Step 2: Create Your Interview Template. There, you’ll see the “Generate with AI” button — click it to begin.

A window will pop up showing the list of customer segments from your canvas.

Choose the segments you want to create questions for, then click “Generate Templates.”

In a few seconds, you’ll have a ready-made interview template with thoughtful questions tailored to those customers.

Click on any template to view the questions:

The result?
Questions that are specific to each type of customer — so a busy parent hears different questions than a corporate buyer or a researcher.

Option 2: Create Manually

If you already know what you want to ask — or you’re in a university program learning the fundamentals — you can write your own questions from scratch.

If you’d like to create an interview template yourself, just click “Create Manually” in the Step 2: Create Your Interview Template section.

Alternatively, if you’ve already generated templates with AI, you can also create one from anywhere in the platform:

• Go to the quick menu beside your avatar and notifications (top right corner)

• Open the dropdown and click “Create Interview Template”

You’ll then see a simple WYSIWYG editor. Here, just give your template a title and write down your questions.

Once saved, your template will be ready to use — and easily accessible during any interview.

The Method Behind the Questions

Great customer discovery questions follow a few core principles:

1. They explore, not pitch
   You’re here to understand the person’s world — not to convince them your idea is amazing.

2. They’re open-ended
   “What’s the biggest challenge you face when ___?” works better than “Do you have problems with ___?” because it invites a story, not a yes/no answer.

3. They focus on past behavior, not guesses about the future
   Instead of asking, “Would you use a product that does X?” ask, “How did you last solve this problem?”

4. They connect back to your hypotheses
   Every question should help prove or disprove a specific assumption on your canvas.

5. They use the customer’s language
   We base questions on terms and situations that make sense to the segment — no jargon.

Inspired by The Mom Test

If you’ve ever asked your mom for feedback on your idea, you know she’ll probably say,

“It sounds great, honey!”

That’s nice, but it’s not useful evidence.

The Mom Test (by Rob Fitzpatrick) teaches you how to ask questions so even your mom — or anyone who loves you — can’t just politely lie.
Instead of asking, “Would you buy my app?”, you’d ask,

“When’s the last time you struggled with [problem]?”
“What did you do to fix it?”

This book’s approach is built into our question generator — so you get non-leading, reality-focused questions that uncover the truth, not just polite approval.

How We Generate Questions on the Platform

When you click “Generate,” our system:

• Reads your Business Model Canvas

• Pulls out the key assumptions for each segment

• Crafts open-ended questions to uncover whether those assumptions are valid

• Groups them by theme (habits, pain points, existing solutions, decision-making) so the conversation flows naturally

Example
For a segment like Busy parents looking for quick meal solutions, the system might generate:

• “Walk me through the last time you planned dinner for your family.”

• “What makes weekday meal prep stressful for you?”

• “What have you tried in the past to make cooking easier?”

These kinds of questions go beyond “Do you like my idea?” — they uncover real behavior, frustrations, and motivations you can act on.