Vague answers in customer interviews and how to anchor them

You

I called Oksana back and didn't mention the subscription once. No compliments this time! But my notes still feel… empty.

Alex Tutor

Read me what she said.

Oksana

Oh, I always buy food in advance, I'm very organised about it. If there were a delivery service, I'd definitely use it. I might even order treats as well.

You

Nothing wrong with it, right? But I can't use any of it.

Alex Tutor

Because it's fluff: answers that sound like data but describe nothing that happened. Three sentences, three kinds: “I always…”, “I'd definitely…”, “I might…”.

Before I explain them, try sorting them yourself.

Alex Tutor

Question 1

Match each thing Oksana said to the kind of answer it is.

Tap an answer, then tap the row it belongs to. You can also drag.

“I always buy food in advance.”
“If there were delivery, I'd definitely use it.”
“I might even order treats as well.”
“Last Friday I bought a 2 kg bag at the shop by the metro.”

Answers left to place

You

The first one I know from module 1: a generic claim. The ideal version of herself.

Alex Tutor

Right. “Always”, “usually”, “never” describe who she'd like to be. Real life has exceptions, and the problem usually lives in the exceptions.

The second is a future promise: “I would”, “I will”. It's the most dangerous, because it sounds concrete. But people are hopelessly optimistic about their future selves. Everyone starts the gym next Monday.

You

And the third, “I might”?

Alex Tutor

Hypothetical answers: “I might”, “I could”, “I'd probably”. Even softer than a promise: a polite way of saying “in some other world, sure”.

All three share one thing: no date, no place, no money. If you can't picture the scene, it's fluff.

Alex Tutor

Question 2

Answers from Sofia's other calls. Which are fluff? Select all that apply.

Choose all that apply“I usually order online, it's easier.”“On Monday I ordered two bags online and paid 60 UAH for delivery.”“I'd switch to you in a heartbeat if the price is right.”“I could probably use a reminder app for this.”“The last bag I bought, my cat refused to eat, so I gave it to a shelter.”“I never run out, I'm careful.”

You

Honestly, I think I asked for it. My first question was “Do you usually buy food in advance?”

Alex Tutor

Questions shape answers. “Do you usually…?”, “Do you ever…?”, “Would you…?”, “Could you see yourself…?” all invite fluff.

You

So I should never ask them?

Alex Tutor

You can, sometimes. “Do you ever run out?” is a fine way to open a topic. The mistake is treating the answer as data. Use it as a bridge: if she says yes, ask about the last time.

The rule: a fluffy question is fine only if your next question is about one specific time.

Alex Tutor

Question 3

“Do you ever run out of cat food?” is a useless question that should never be asked in an interview.

TrueFalse

You

So after “I always buy in advance” I should have asked…?

Alex Tutor

“When did you last buy food? Walk me through it.” That's anchoring fluff: tying a vague answer to one real past instance. Try it. Call her back.

You

Done! I said I'd forgotten to ask something. Here's what she told me:

Oksana

Last time? Two weeks ago, at the shop by the metro. Well, the time before was a mess. My daughter was ill, I forgot completely, and on Saturday night the bag was empty.

I borrowed a bowl of food from my neighbour and ordered online with express delivery. Paid almost double.

Alex Tutor

“I always buy in advance”… except when life happens, and then it costs her double. That's the pattern: the generic answer shows the ideal, the specific one shows the problem.

Alex Tutor

Question 4

Put this conversation in order: how a fluffy start turns into a real story.

Tap an item, then tap where it should go. You can also drag or use the arrows.

You

It felt a bit awkward, as if I were checking whether she lies.

Alex Tutor

Tone matters. You're not catching her out, you're curious about the details. “Oh, and how did it go last time?” sounds like interest, not an audit.

A bit of self-irony helps too: “I always plan to buy ahead and never manage it. When did you last buy food?” It makes the messy version easy to admit.

You

And future promises? “I'd order every month if it were cheaper.” There's no “last time” for a product that doesn't exist.

Alex Tutor

Anchor the part that already exists. She promises to switch for a lower price. Has she ever switched shops to save money? What does she pay now? Past behaviour is the best forecast you'll get.

Alex Tutor

Question 5Short answer · AI-checked task

A customer, Vika, says: “I'd definitely order every month if it were 10% cheaper than the shop.” Write 1–2 questions that anchor this future promise to her real past behaviour.

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Marta

Good news from my team! One man spent ten minutes complaining about pet-shop prices: “Someone should finally do cheap food delivery!” That's a hot lead, right?

Alex Tutor

Maybe. Did anyone ask whether he's looked for cheaper delivery?

Marta

Hmm. Yes, actually. He said no, never got round to it. And that there are probably loads of them already.

Alex Tutor

Then he's a complainer, not a customer. He talks about the problem but hasn't lifted a finger to solve it. If he never looked for a fix, he won't look for yours either.

You

And what would a customer sound like?

Alex Tutor

Like someone who's already tried things: compared three shops, tested a delivery app, dropped one because of the courier. Searching, spending and switching are the signs.

Alex Tutor

Question 6

Four people all say buying cat food is annoying. Who is most likely a real customer for a delivery service?

Choose one answer“It's so annoying! Someone should fix this.”“I'd pay for delivery, for sure.”“I tried two delivery apps this year. One was always late, the other didn't stock my cat's food, so I went back to the shop.”“I never have time for shopping, I'm always busy.”

Marta

OK, but my team hears complaints like this every day. How do they tell who's who during the call?

Alex Tutor

Don't argue with the complaint; agree it sounds annoying. Then ask what he's done about it: what he's tried, what he's looked for, what it costs him now.

You

And if it's all “no”, we mark him as a complainer and move on?

Alex Tutor

Yes, politely. It's still a useful call: now you know his complaint never turns into action. Sofia, write the questions for Marta's team.

Alex Tutor

Question 7Short answer · AI-checked task

A caller tells Marta's team: “Pet shops are a rip-off! Someone should finally do cheap food delivery.” Write 1–2 questions that show whether he's a complainer or a potential customer, without arguing or pitching.

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You

One more call to review: Andrii. It's from last week, before our lessons, and reading it now, it's almost pure fluff.

Alex Tutor

Then it's perfect practice. Mark every place where you could have anchored, and what you'd ask.

You

And separately, what we actually learned, even if it's tiny.

Alex Tutor

Especially if it's tiny. One real fact beats a page of “usually”.

Alex Tutor

Question 8Case · AI-checked task

Analyse Sofia's call with Andrii: find the fluff, the missed moment and what the team really learned.

Transcript of Sofia's call with Andrii, a CatChow customer:

Sofia: How do you usually buy cat food? Andrii: Usually online, I'm a very online person. I never go to shops. Sofia: Would you ever consider having food delivered automatically? Andrii: Sure, I'd probably try it. I'd definitely want to choose the delivery day. Sofia: Do you ever run out? Andrii: Almost never. Well, once in March the courier didn't show up, and I had to buy some random food at a kiosk. Sofia: OK, great. Last question: how many cats do you have?

Write 150–300 words: label the fluff (and Sofia's questions that invited it), find the one fact and the moment she missed, write 2–3 anchoring follow-ups, and say what the team can conclude.

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You

So fluff isn't lying. It's just blurry.

Alex Tutor

Exactly. People describe their best selves and best intentions. Your job is to bring the picture into focus: one date, one place, one story.

Alex Tutor

Next lesson: the third kind of bad data, and the most tempting one. Customers start designing your product for you.

Alex Tutor

That’s the lesson. You answered every task — nicely done.

Next lesson: Feature requests and ideas: digging for the real problem