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Questions in interviews are conversation goals, not scripts. The AI uses them as topics to explore but won’t read them verbatim. This means how you write questions matters for getting useful feedback.

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Working with Questions

You add and manage questions in the Content step of the experiment wizard.
  • Drag-and-drop reordering — Drag questions to change their order.
  • Press Enter to add a new question below the current one.
  • Use the {product} variable in question text — it auto-replaces with your product name at interview time.

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Dig Deep Toggle

Enable dig deep on a question to force the AI to ask follow-up questions on that topic. Use this for your highest-priority research areas where surface-level answers aren’t enough.
Reserve dig deep for 1-3 questions. Enabling it on every question makes interviews feel long and repetitive.

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Per-Question Notes

Each question has an optional notes field for internal context. These notes are sent to the AI interviewer but never shown to the user. Use them to:
  • Explain what you’re trying to learn from the question
  • Give the AI hints about what follow-ups to ask
  • Provide context about why this question matters
Example:
  • Question: “How do you currently handle reporting?”
  • Note: “We’re evaluating whether to build an export feature. Try to understand what tools they use today and what’s frustrating about their current workflow.”

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Write Open-Ended Questions

Open-ended questions invite detailed responses and give users room to share their genuine experience. Good questions:
  • “What made you decide to try our product?”
  • “What was confusing about getting started?”
  • “What’s one thing we could improve?”
  • “How do you typically use this feature?”
Avoid yes/no questions:
Instead of…Try…
”Did you like the onboarding?""How did you feel about the onboarding experience?"
"Was the pricing clear?""What was your reaction to our pricing?"
"Is the product easy to use?""Walk me through how you use the product day-to-day.”

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Question Guidelines

This gives enough depth for meaningful insights without making interviews too long. Users typically spend 5-10 minutes in an interview.
The AI follows your question sequence but skips questions the user already addressed naturally. Put your most important questions early in case the conversation runs long.
Instead of “What do you think about our product?” try “What problem were you trying to solve when you found us?” The more focused your question, the more actionable the feedback.
Think about what decisions you’re trying to make, then write questions that would give you the information to make them.

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Next Steps

Once you’ve written your questions, create an experiment to start collecting feedback.