The Revenue Interview Template

Revenue Interview Example Transcript

Below is an example transcript of a Willingness to Pay interview with Emily Parker, our diabetes management end-user. Note that throughout the interview, we clarify that the screen designs shown AFTER the current purchase behavior section are not functional prototypes but simply visual concepts for discussion.

Interviewer:
Hi Emily, thanks for joining us today. I’m Alex, and these are my colleagues, Sarah and Michael—they’re here to take detailed notes so we capture all your insights accurately. Before we start, is it okay if we take notes during our conversation?

Emily:
Yes, that’s completely fine.

Interviewer:
Great, thanks. To begin, can you walk me through how you currently manage your diabetes on a day-to-day basis?

Emily:
Sure. Since my diagnosis two years ago, I try to log my blood sugar levels after meals and track my food intake, but I often forget to update my logs consistently. I also use my smartwatch to track my activity, although I wish there were better integration options to make everything seamless.

Interviewer:
I understand. What would you say are the biggest challenges you face with your current method?

Emily:
It’s mostly about the manual effort. I feel overwhelmed by the data and the various advice out there, and honestly, I’d love something that could automate more of the process so I don’t have to think about every little detail.

Emily (asking):
And what’s the purpose of today’s conversation? I want to be clear on how my input will be used.

Interviewer:
We’re exploring ideas to build a solution that simplifies diabetes management. Your feedback today will help us understand which features are truly valuable and how much people like you would be willing to invest in such a solution.

Interviewer:
Let’s discuss your recent experiences with purchasing or subscribing to health management tools. Can you describe the last time you bought or subscribed to a product or service to help manage your diabetes?

Emily:
I actually subscribed to a health app a few months back that promised to integrate various tracking features. However, I ended up canceling it because it was too data-heavy and required too much manual input.

Interviewer:
What were the main factors you considered when deciding to try that app?

Emily:
Ease of use and automation were key. I was looking for something that could reduce my workload rather than add to it, and the app ended up being too complex and overwhelming.

Interviewer:
Was anyone else involved in your decision-making process—perhaps a family member or healthcare provider?

Emily:
I mostly made the decision on my own, but I did discuss it with my doctor, who gave me some input on what might work better for my condition.

Interviewer:
And in terms of budgeting, how much do you typically allocate for products or services related to your diabetes management?

Emily:
I usually keep it modest—probably around $10 to $20 a month—if I feel the tool genuinely helps simplify my routine.

Interviewer:
Now, I’d like to share some screendesigns for an app concept we’re exploring. I want to stress that these are just visual concepts—they’re not a functional prototype. We’re not expecting you to interact with a live app today; we’re simply using these designs to spark a conversation about features and overall value.
(After a brief pause)
What are your initial thoughts on these designs?

Emily:
They look clean and modern, which I appreciate. I like that the layout seems straightforward. However, I’m curious about how much of the tracking would be automated. I really need something that reduces the need for manual entry.

Interviewer:
That’s a great observation. Thinking about your daily routine, what benefits do you think an app like this could bring for you?

Emily:
If it could streamline the logging process—maybe by pulling data automatically from my smartwatch or offering smart suggestions—that would make a huge difference. Plus, gentle reminders without being intrusive would be ideal.

Interviewer:
If this app were to significantly reduce your daily effort and help you manage your glucose levels more consistently, what value would that add to your life? In other words, what might that benefit be worth to you?

Emily:
For me, peace of mind and saving time are invaluable. I’d say something in the ballpark of $10 to $15 per month could be a fair investment, as long as it really makes my day-to-day management easier.

Interviewer:
And what would help you feel secure about investing in an app like this? For example, would a trial period or integration with your existing devices make a difference?

Emily:
Absolutely. A free trial period would let me see if it really works for me, and knowing it can sync smoothly with my smartwatch—and ideally even get a nod from my doctor—would definitely boost my confidence.

Interviewer:
Let’s delve a bit deeper into pricing. Which pricing model do you think would be most appropriate for an app like this—would you prefer a monthly subscription, an annual fee, or maybe even a pay-as-you-go option?

Emily:
I’d lean towards a subscription model with the flexibility to cancel if it doesn’t meet my needs. An annual option could work if it comes with a discount, but starting with a monthly plan seems best.

Interviewer:
At what monthly price point would you start feeling that the app is too expensive to justify its value?

Emily:
If it went over $15 a month, I’d probably hesitate. The cost has to match the convenience it provides.

Interviewer:
And on the flip side, what price might feel so low that you’d worry about its quality or reliability?

Emily:
If it were free or extremely cheap, I might be skeptical—like, “How good can this really be?” I need to see some commitment in the pricing to feel like it’s a serious, well-supported tool.

Interviewer:
So, what would be a price point that feels like a real bargain to you, where you’d feel you’re getting excellent value for the investment?

Emily:
I’d say around $10 a month sounds like a sweet spot. It’s affordable but still signals that there’s quality and ongoing support behind it.

Interviewer (probing):
Could you share a bit more on why that range feels right for you?

Emily:
It balances the need for a reliable tool without breaking the bank. I’m not looking for something overly expensive—I just want an app that automates the tedious parts and helps me stay on track without adding more stress.

Interviewer:
Before we wrap up, I have a couple more questions. What additional features or improvements would justify a higher price for you?

Emily:
If the app could offer seamless integration with all my devices, provide personalized insights based on my data, and even offer community support or tips from healthcare professionals, that would definitely justify a premium.

Interviewer:
And if the price were lower, what trade-offs might you be willing to accept? For example, would you compromise on certain features?

Emily:
I’d be okay with fewer customization options or a simpler interface, as long as the core functions—like automated logging and gentle reminders—remain effective.

Interviewer:
Is there any important question you feel we haven’t asked that would help us better understand your needs?

Emily:
Maybe a bit more on how the app could help reduce the overwhelm of data. If it could filter out the noise and just show me actionable insights, that would be a big plus.

Interviewer:
That’s a great insight. Finally, would you be open to us reaching out again with updates as we refine this concept?

Emily:
Yes, I’d be happy to participate in future discussions.

Interviewer:
And do you know anyone else who might be facing similar challenges and could benefit from this type of solution?

Emily:
I do have a couple of friends who are also managing their diabetes, so I could certainly connect you with them if needed.

Interviewer:
Thank you very much, Emily, for your time and for sharing such thoughtful insights. Your feedback is invaluable and will greatly help us in building a solution that truly meets your needs.