Schedule 10-20 interviews with people who match your ideal customer avatar.

Plan to record your interviews so you can refer back to them later.

1 What does a “day-in-the-life” look like for you? Just tell me about your day – start to
finish. There’s no such thing as being too detailed!
2 How would you describe your relationship with [PRODUCT CATEGORY]?

Ex. categories – sleep, fitness, wellness, your skin, etc.
3 What does a “good day” look like for you [in relation to PRODUCT CATEGORY]?

Ex. “What does a good sleep day look like for you?” or “What does a good skin day look
like for you?”

Can you tell me about the most recent time you had a good sleep day?
4 What does a “bad day” look like for you [in relation to PRODUCT CATEGORY]?

Ex. “What does a bad sleep day look like for you?”

Can you tell me about the most recent time you had a bad sleep day?
5 What are some of your biggest goals? What are you trying to achieve over the next
couple of years?

What role will [PRODUCT CATEGORY] play in achieving that goal?

Ex. What role will getting consistently great sleep play in becoming a director at your
company?
You might also ask:

• What do they do with their friends/community?
• Where do they meet new friends?
• Where do they shop?
• What influencers do they follow?
• What do they read?
• Where do they get their news?