Causal Interview Protocol
The Causal Interview Protocol
"It's criminal and intelligence interrogation that feels like therapy because most people don't actually know why they bought." — Bob Moesta
What It Is
A specific interviewing technique designed to reconstruct the customer's timeline and uncover the causal mechanisms behind a purchase, resembling a criminal investigation or therapy session rather than a standard survey.
When To Use
- During customer discovery
- Validating zero-to-one product concepts
- Understanding why a product is being "hired"
- When survey data seems unreliable or shallow
The Protocol
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