Use it when…
- Your positioning rests on your own view of why customers buy.
- You want the exact words customers use, for your website and proposals.
- You can reach five to eight recent customers.
Kit
Customer Interview Kit
A question guide, note template and summary sheet for asking customers why they chose you, so your positioning rests on what they say.
Your customers already know why they chose you, but most businesses never ask. This kit covers five to eight short interviews, in writing or in conversation, and turns the answers into evidence.
- Format
- Fillable PDF, licensed for one business
- Length
- 32 pages
- Time needed
- About an hour to prepare, twenty to thirty minutes for each interview, an hour to summarise.
- Inside
- 8 core questions and five note sheets
Who it is for
Base your positioning on what customers say, not on a guess.
The kit is for businesses with recent customers they can ask. It is not a satisfaction survey or a request for a testimonial: it asks how customers came to buy.
Choose a service when…
- You need to know about the customers who never considered you, and which groups are worth pursuing. Audience Segmentation & Targeting answers that in writing.
What is inside
How this kit works: four moves.
Prepare
Chapters 01 to 04: whom to ask, how, the invitation, and how you will look after their answers. About an hour.
Ask
Chapter 05: eight core questions, the follow-ups that get past polite answers, and the questions to avoid.
Record
Chapter 06: one note sheet per interview, filled in the same day. Twenty to thirty minutes each.
Use
Chapters 07 to 09: patterns across interviews, the exact phrases worth keeping, and where they go. About an hour.
Contents
A 32-page fillable PDF with 35 text fields and 52 tick boxes.
Every box is a live field. Open the file in Adobe Acrobat Reader, which is free, and save as you go. Some browser and phone viewers lose typed answers when the file closes.
- 00How to use this kit
- 01Whom to ask, and how many
- 02In writing or in conversation
- 03The invitation
- 04Looking after what they tell you
- 05The question guide
- 06Interview note sheets
- 07The summary sheet
- 08Turning what they said into positioning
- 09Where this goes next
Preview
Look inside before you buy.
Three pages from the Customer Interview Kit, exactly as they appear in the PDF.
What you get
One PDF, yours to keep, delivered by email.
What you get
- The Customer Interview Kit as a 32-page fillable PDF, yours to keep.
- A licence to use it in one business, your own. Please do not share, resell or publish it outside your business.
How it is delivered
- We email your download link straight after payment.
- The link works for 72 hours and up to five downloads. If it expires before you save your copy, you can ask for a fresh link.
- At checkout, you ask us to supply the download straight away. You agree that your 14-day right to cancel ends once it is supplied.
- Your rights if the file is faulty or not as described are not affected.
- The price is the total payable. We are not VAT registered, so we add no VAT.
The fuller option
Want our independent judgement and a finished written document?
The Customer Interview Kit sets out the steps to work through on your own. These services do the work with you, in writing, and end in a document you can act on.
Related resources
Resources that work alongside it.
£75Workbook
Positioning Workbook
A self-guided workbook that takes you through your positioning decisions step by step.
Buy the download, £75
£50Template pack
Case Study and Testimonial Kit
Templates for asking customers for feedback, recording their permission and turning the result into a clear case study.
Buy the download, £50
£75Workbook
Competitor Positioning Workbook
Compare how competitors describe themselves, find the space nobody is claiming and choose where you stand.
Buy the download, £75Common questions
Find answers about the Customer Interview Kit.
How many interviews do I need?
Five to eight is usually enough to see patterns. With fewer, one enthusiastic customer can mislead you. With more, you start hearing the same things again, which is the signal to stop.
How is the Customer Interview Kit delivered?
By email, straight after payment. Save your copy within 72 hours: the link allows up to five downloads, and you can ask for a fresh one if it expires. The file is yours to keep.
Can I use it in more than one business?
No. Each copy is licensed for use in one business, your own. You can print it and use it as often as you like for that business. For another business, please buy another copy.
Ready to start?
Work through the Customer Interview Kit at your own pace.
A 32-page fillable PDF: 8 core questions and five note sheets.