TAP TAP GO
Ask about a recent situation
Invite the customer to describe the last time they faced the relevant problem, what they did and what happened. Concrete examples reveal alternatives, effort and priorities. A general question about whether someone likes an idea often produces encouragement without evidence of purchase intent.
Explore the decision process
Ask who else was involved, what information mattered and what prevented action. Avoid steering the customer toward your preferred feature or explanation. Keep direct quotations separate from the team’s interpretation so later readers can judge the evidence themselves.
Translate patterns into tests
Group repeated issues and design a practical response, such as clearer onboarding information or a narrower offer. Interviews suggest hypotheses; they do not establish conversion rates. Validate important commercial assumptions with an appropriately designed pilot or observed customer behaviour. Ask what the customer did instead of buying or adopting a new tool. The alternative may be a manual process, an existing relationship or doing nothing. Understanding that behaviour often reveals the real competition for attention and budget. Review interview notes soon after the conversation so uncertain recollections are not later presented as precise statements from the customer.
Illustrative operating example
A hypothetical buyer says a premium card sounds attractive, but their recent purchase story shows they prioritised easy team administration. That difference can change the demonstration and sales materials without assuming that every customer shares the same priority.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
