Questions worth asking.

“When was the last time this problem actually cost you something, and what did you do about it?”

“What almost stopped you from signing up?”

“Tell me about the last time you tried to solve this problem. Walk me through what actually happened.”

“What happened today that made you finally sign up?”

“How would you feel if you could no longer use this product?”

“What were you trying to get done when you ran into this?”

“It's been a while since you've been back — what's been getting in the way?”

“If we removed this feature tomorrow, what would you miss?”

“Have you told anyone about us yet? Who, and what did you say?”