B2B RESEARCH BRIEF AND INTERVIEW STARTER
Carbon | explorecarbon.com

THE BRIEF
Decision we need to make:
What is happening in the business:
Audience and roles we need to understand:
What we already know (with sources):
Important assumptions:
Access to customers / prospects / former customers:
Timing and practical constraints:
Who will use the findings:
What could change as a result:

INTERVIEW STARTER
Use a recent real experience. Ask open questions and follow the participant’s account.
1. Tell me about the last time you evaluated a partner for this kind of work.
2. What started the search or review?
3. Who became involved, and what did each person need to understand?
4. Which alternatives did you consider?
5. What evidence made an option more or less credible?
6. What felt uncertain or difficult?
7. How did you make the final decision?
8. What has changed since then?
9. What would make you reconsider the relationship?

Record observations separately from interpretation. Get appropriate consent for participation and recording. Do not generalize a small interview sample to the whole market.