B2C Customer Discovery · Need Assessment

Customer Discovery Questionnaire Interview

When waiting for help to arrive

A structured discovery interview to assess whether everyday smartphone users feel the injury-to-EMS gap acutely enough to want, use, and pay for T.R.U.S.T. Argus. Behavior-first, concept-second — to keep the data honest.

Scan Injury · Stabilize · Report · Connect (911 / NG911)

Need score: — Saved ✓
Need Score
Score—
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Interview Details

Log basics before you begin. Keep recordings only with verbal consent.

Read aloud: "Thanks for your time. There are no right or wrong answers — I'm here to learn about your real experiences, not to sell anything. I'll ask about things that have actually happened first, then show you an idea near the end and ask what you honestly think. You can skip any question."
0

Screener & Segment

Classify the participant so responses can be analyzed by segment.

Segment A — Parents Segment B — Caregivers / Bystanders Segment C — Outdoor / Preparedness
1

Warm-up & Real Experience

Past-tense, behavior-first. Do not describe the product yet — this controls for bias.

V1 · EMS-wait gap Bias control
1.1Tell me about the last time you, your child, or someone near you was injured and you were waiting for help to arrive — basically, walk me through what happened.

Let them tell the story. Don't lead. Note who was present and how much time passed.

1.2In that moment, what was the hardest part?

Listen for: not knowing severity, not knowing what to do, communicating with 911. Tag which.

1.3How confident did you feel about whether the injury was serious or not?

P1 — severity uncertainty.

1.4What did you actually do in the minutes before help arrived (or before you decided you didn't need help)?

P2 — stabilization under stress. Did steps get skipped or reordered?

2

Calling for Help & the Handoff

Explore the 911 / handoff experience and information quality.

V1 · gap V4 · structured report P3 · diluted handoff
2.1If you called 911 (or someone did), what was that call like? What did you say first?

Listen for panic-first, narrative vs. structured injury facts.

2.2Looking back, was there information the dispatcher or responders wanted that you struggled to give clearly?
2.3If there was no cell signal, or it was weak — has that ever changed what you could do? (outdoor / rural)

Segment C / offline relevance.

3

What You Use Today

Understand the competitive set and willingness to act.

Alternatives V1
3.1When you're unsure what to do for an injury, where do you turn right now?

Google, call a nurse/relative, memory, an app, nothing? Note the real default.

3.2Do you have any first-aid or safety apps on your phone now? Do you use them? Why / why not?
3.3Have you ever taken a step to feel more prepared for an emergency (class, kit, app)? What prompted it?

Preparedness behavior predicts adoption + willingness to pay.

4

Concept Reaction

Only now introduce the idea. Read the concept, then capture honest reaction.

V1 · adoption U5 · decision support

Read aloud — the concept

"Imagine an app on the phone you already carry. When someone is hurt and you're waiting for help, it works even with no signal to:"

  • Scan the injury for guidance on how serious it may be (decision support — not a diagnosis)
  • Stabilize — walk you through first-aid steps in the right order
  • Report — build a clear, structured injury summary
  • Connect — send that report to 911 / NG911 once you have signal
4.1What's your honest first reaction? What stands out — good or bad?
4.2Thinking back to your story earlier — would this have helped? Where exactly?

Tie the concept to their lived experience. This is the strongest demand signal.

4.3It gives guidance, not a guaranteed diagnosis. How do you feel about relying on something like that in an emergency?

U5 — comprehension of decision-support framing / trust.

5

Which Part Matters Most

Probe value of each workflow step and the Report output.

V4 · report value U1 · usable workflow
5.1Of the four — Scan, Stabilize, Report, Connect — which would you actually use, and which feels most valuable?
5.2How useful is a structured injury report you could hand to responders or share with a doctor afterward?

V4 — report valued by users, not just institutions.

5.3Do you think you could follow these steps under stress, on your own, without any training? What would get in the way?

U1 — completable without training.

6

Adoption & Willingness to Pay

Gauge download intent, pricing reaction, and family-plan appeal.

V2 · pay for premium V3 · conversion V6 · family plan
6.1If this were free to download today, would you install it? When — now, or only after something happens?
6.2Free covers the basics. Premium — unlimited scans, advanced guidance — is about $9.99/month or $99/year. What's your gut reaction to that price?

V2 — don't anchor; let them react. Note any number they volunteer.

6.3What would make a paid version clearly worth it to you?
6.4A family plan (~$129/year) covers everyone in your household. Does that change anything for you?

V6 — family-plan LTV. Most relevant for Segment A.

7

Segment Deep-Dive

Ask only the block(s) matching the participant's primary segment.

A — Parents & Families: What worries you most about your child getting hurt when you're the only adult around? Would you trust an app in that moment more or less than calling a relative?
B — Caregivers & Bystanders: When you've been the first person at a scene (or imagine being), what stops you from acting? Would step-by-step guidance change that?
C — Outdoor & Preparedness: How often are you somewhere with no signal? How do you currently plan for an injury out there? How much would offline-that-works be worth?
8

Wrap-up & Demand Signals

Strong behavioral asks — the truest test of real need.

8.1On a scale of 0–10, how likely are you to recommend an app like this to another parent / friend / fellow hiker?
0 — Not at all likely 10 — Extremely likely

Why that number?

8.2Would you join the early beta and try it? (Capture email only if yes — strongest signal.)
8.3Is there anything about this I should have asked but didn't? Anyone else I should talk to?
8.4Interviewer summary — key quotes, surprises, and overall read on whether this person feels real need.
✓

Need-Assessment Score

Auto-tallied from the Pass / Partial / Fail signals above (Pass = 2, Partial = 1, Fail = 0).

0%
0 / 0 signals captured
Awaiting signals…
70%+ Strong need · 40–69% Mixed · <40% Weak / invalidate

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