The Mom Test Interview Kit

The three rules

Break any of these and people will tell you what you want to hear.

• Talk about their life and their problem, not your idea.
• Ask about specifics in the past, not opinions about the future.
• Talk less, listen more. You are there to learn, not to pitch.

Warm up and set context

• Walk me through a normal week. Where does [problem area] show up?
• When was the last time [the problem] happened? What were you doing?
• Who else is involved when this comes up?

Dig into the problem

• What is the hardest part about [doing the thing]?
• Why is that hard? What does it cost you when it goes wrong?
• How often does this happen: daily, weekly, once a quarter?
• What have you tried to fix it? How did that go?

Uncover real behaviour and budget

• What are you using to deal with this today, even a spreadsheet or a person?
• What does that solution cost you, in money or time?
• Last time you paid to solve a problem like this, what made you finally pull out the card?
• Who would have to sign off on spending money on this?

Questions to never ask

These invite the polite lie. Cut them.

• "Would you buy this?" (Hypothetical. They will say yes to be nice.)
• "Do you think this is a good idea?" (You are fishing for a compliment.)
• "How much would you pay for it?" (People are terrible at pricing imaginary things.)
• Any question that starts by describing your solution.

Run and log the interview

Aim for 15 to 20 minutes. Keep it a conversation.

• Record it (with permission) so you can listen, not scribble.
• Capture exact quotes. The words they use are your marketing copy.
• For each problem, note three things: how often, how painful, what they spend now.
• A signal is real when it repeats across people, carries emotion, and costs money or time.
• End with: "Who else should I talk to?" and "Can I follow up?"