This interview guide is designed to aid commercial teams in their conversations with buyers about their buyer journey. It is structured to be buyer-centric, organized around four phases of the buyer journey: identifying the problem, the search process, evaluation and decision making, and purchase and implementation.
The guide provides a mix of primary and secondary questions to explore each stage thoroughly. It begins by uncovering the challenges that triggered the buyer’s search, then moves into how they discovered and shortlisted vendors, their evaluation criteria and decision-making dynamics, and finally their experiences with purchase and implementation processes.
The insights gained from these interviews are intended to help organizations build a buyer journey map that is grounded in the buyer’s point of view.
For best practices on how to build a buyer journey interview guide, Best Practices for Building a Buyer Journey Interview Guide.