Product thinking / DIJION
What to ask instead of Would you use it? Product discovery interviews
An interview outline focusing on past tasks rather than future predictions, with neutral prompts and a clear observation–interpretation boundary.
Asking Would you use it after presenting an idea can produce an encouraging answer without explaining everyday behavior. In an illustrative reminder-app study, discussing the last missed task and the current workaround offers more concrete context. The aim is to understand an unfamiliar task, not turn the conversation into a product pitch.
Start with the research question
Separate the team’s research question from the question asked aloud. When do people distrust reminders is a research question; What happened the last time a reminder failed is an interview prompt. GOV.UK guidance recommends open, neutral questions and real examples. Prepare follow-ups while leaving room for relevant context introduced by the participant.
Rewrite leading prompts
Scroll the table horizontally to see all columns.
| Weak prompt | More concrete prompt | Information sought |
|---|---|---|
| Isn’t this feature useful? | How did you last do this task? | Current behavior |
| Would you use it daily? | When did this need arise recently? | Actual context |
| Why was it easy? | How did you decide what to do at that step? | Decision process |
Leave space for an answer
Listing possible answers while someone thinks can shape the response. Listen for their own wording first. A follow-up such as What happened next can reveal sequence better than Was it difficult. If an interviewer’s explanation resolves confusion, record that assistance instead of treating it as evidence that the product was self-explanatory.
Separate the account from the interpretation
Keep observations, the participant’s account and team interpretations in distinct fields. Establish informed recording arrangements beforehand. Avoid carrying unnecessary personal details into the report. One account can generate useful questions and possible explanations, but it does not measure how widespread a behavior is across the intended audience.
Rehearse the interview guide
- Map each prompt to the decision it informs.
- Mark prompts requesting praise, suggestions or future predictions.
- Rehearse with a colleague and revise unclear wording.
- Finish with separate findings, uncertainties and follow-up questions.
A useful outcome is a more accurate account of the existing task, not a collection of approving answers. Preserve what an interview cannot establish alongside what it reveals.