Customer interview questions for a case study (free question generator)

Type your product's name, pick your customer's role and the results you want to show. The list is built in your browser; nothing is saved.

The questions should follow the order of a story: context first, then the problem, the decision, the rollout and the result. That order makes it easier for the customer to talk, and gives you material for every section when you write. 8-12 questions is usually enough; respect your customer's time.

• Could you briefly describe your company and your role on the team?
• How big is your team, and who is involved in this process?
• What was your team's most important goal at the time?

• Before working with us, how did you handle this?
• What was the hardest part? Could you give an example?
• Roughly how much time did this take per week or month?
• If the problem hadn't been solved, how would it have affected your team or business?

• What made you start looking for a solution? Do you remember a specific moment?
• What other options did you look at?
• What made the difference in your choice?
• What worried you most while deciding?

• How did getting started go? How long did it take to get up and running?
• How did the rest of the team get used to it?
• Was there anything you struggled with? How was it solved?

• How does this work today? How does it compare with before?
• Is there a change you've measured? Over what period, compared with what?
• What do you spend the time or resources you saved on?
• Have your own customers or managers noticed a difference?
• Which result surprised you most?

• How would you describe us to a colleague in one sentence?
• What would you tell a company in the same situation you were in?
• Is there anything else you'd like to add?

First answers are usually general: "it made our work easier", "we're very happy". The detail that makes a story strong comes from a follow-up:

• Could you give me an example?
• Roughly how much? Per week or per month?
• What are you comparing that with?
• Who else noticed the change?
• What would you be doing if this hadn't happened?

• Leading questions: "Our product made your work much easier, right?" You'll get a led answer.
• Two questions at once: the customer usually answers only one.
• Suggesting the number: ask "how much did it change?" rather than "did it go up 50%?"
• Long interviews: stay under 20-30 minutes or 12 questions.
• Asking again for what the customer already told you: check your notes.

Scheduling the call is often the hardest part. With CaseMagnet AI you send your customer a link; the AI asks questions in this structure whenever the customer likes, on their phone, asks for a concrete example when an answer is vague, and turns the answers into a case study draft. You can try the interview yourself before sending it. For writing the story, see the how to write a case study guide.