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Ethnographic Questions

The goal with these questions is to get to the head of your target audience. To find out their mindset, their motivating psychology.

For the client

Tell me a bit about you and your background.

Tell me about the competitive landscape.

Who are your competitors and what are they known for?

If I'm a company, why would I choose you over someone else?

What changes for the customer after they hire you?

Describe your ideal customer -- as a person. What do they do? How old are they? What do they wear? What decorations do they have on their office?

What's your favorite customer story?

Find a small moment. E.g.: Can you recall a time recently where you did something that you just would've never been able to do or have the confidence to do [before] and it occurred to you, 'Wow, I'm actually doing this?' "

For the customer

Tell me about you and what you do.

What was your initial experience with [the client]?

How do you work with them now?

Can you name 5 words you'd use to describe [the client]?

What's changed for you since you started working with them?

In your workflow, how much time do you spend interacting with them?

Have you recommended them to other people?

Can you describe the service they provide?

If tomorrow, [the client] said, "We're closing up shop," how would you feel?

How would you replace them?

On a scale of 1-10, how strongly do you feel about [the client]? "10" means you can't live without them.

What other brands does [the client] remind you of?  

Close your eyes. Imagine you're at a cocktail party. What is [the client] like? Are they the person on a table? A wallflower?

Can you tell me a story about [the client]? 

Find a small moment. E.g.: Can you recall a time recently where you did something that you just would've never been able to do or have the confidence to do [before] and it occurred to you, 'Wow, I'm actually doing this?' "

Anything else we should know?