Interview script template (built for B2B product teams)

Create structured interview scripts that uncover genuine user insights and drive better product decisions in B2B environments.

What are user interviews in product management?

User interviews are structured conversations with users to understand workflows, challenges, and potential solutions. For product managers, these conversations explore organizational processes, approval procedures, integration requirements, and business impact.

These interviews help product managers understand complex decision-making processes, uncover why users need certain solutions, and identify who else influences these decisions. This context is essential for building successful products.

For a deeper dive into conducting effective user interviews, read our practical guide to user interviews that actually improve your product.

What is this interview script template?

This interview script template provides complete frameworks for conducting structured user interviews that deliver clear, actionable insights for product development. It includes question structures designed for different interview types, stakeholder identification guides, and documentation formats that help product managers make sense of complex business requirements.

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The interview script template addresses the unique challenges of B2B research, including long sales cycles, multiple decision makers, and complex integration needs. Whether you're validating a new product concept, understanding user workflows, or identifying feature priorities, this interview script template helps you ask the right questions to the right people.

Why use this template?

Product managers need structured approaches for user interviews. Business users have limited time and operate within organizational constraints that affect their feedback. Without proper interview scripts, conversations often miss critical insights about decision processes, technical requirements, and business impact.

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Common problems this interview script template solves:

• Interviews that focus on features instead of business outcomes
• Missing key stakeholders who influence purchase decisions
• Feedback that doesn't account for organizational priorities
• Insights that don't translate to clear product requirements

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This template provides:

1) Business-focused question frameworks – Explore workflows, decision processes, and organizational impact rather than just individual preferences
‍2) Stakeholder identification guides – Map the people involved in using, buying, and implementing your product
3) ROI and value discovery scripts – Understand how users measure success and justify purchases
4) Integration and workflow mapping – Discover how your product fits into existing business processes
5) Decision-maker interview approaches – Gather insights from executives and budget holders who influence product adoption

How to use this template

Follow this structured approach to conduct interviews that deliver clear insights for your product decisions.

Step 1: Define your research objectives: Clarify what business questions you need to answer. Focus on understanding user workflows, pain points, decision criteria, and success metrics. Identify specific product decisions these insights will inform.

‍Step 2: Map your stakeholder landscape: Identify all the people involved in using, evaluating, purchasing, and implementing your product. This typically includes end users, managers, IT staff, procurement teams, and executives. Plan to interview representatives from each group.

Step 3: Customize your interview scripts: Select question frameworks based on your research goals and the type of stakeholder you're interviewing. This interview script template provides different approaches for various roles, from hands-on users to executive decision makers.

Step 4: Conduct structured interviews: Use the provided scripts to ensure consistency across interviews while allowing for natural conversation flow. Focus on understanding the business context behind user needs and preferences.

Step 5: Document and analyze insights: Capture findings using the provided templates that organize insights by stakeholder type, business impact, and product implications. Look for patterns across organizational roles and company types.

Step 6: Translate insights to product decisions: Use the analysis frameworks to convert interview findings into specific product requirements, feature priorities, and go-to-market strategies.

Key interview types included

1) User workflow discovery: Deep-dive interviews that map how business users currently accomplish their goals and where they experience friction. These sessions reveal opportunities for product features that genuinely improve productivity and help users achieve better business outcomes.

2) Decision maker interviews: Focused conversations with executives and managers who influence product adoption decisions. These interviews explore budget priorities, success metrics, vendor evaluation criteria, and organizational change management considerations.

3) Technical requirements gathering: Structured sessions with IT staff and technical stakeholders to understand integration needs, security requirements, data privacy concerns, and implementation challenges that affect product adoption.

4) Competitive analysis interviews: Conversations that explore how users currently solve problems, what alternatives they consider, and what would motivate them to switch solutions. These insights inform positioning and feature differentiation strategies.

5) Value validation sessions: Interviews designed to test and refine your value proposition with target users. These sessions help validate that your product addresses real business problems and delivers measurable outcomes that justify the investment.

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If you're looking for additional research support, check out our User Persona Template and User Research Plan Template for comprehensive product insights.

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