CONTEXT 1. What was happening in your [business/life] when you started looking for a solution? 2. What had you already tried? SEARCH 3. Where did you look for help? 4. What other options did you consider? DECISION 5. What made you choose us? 6. What almost stopped you from buying? 7. What questions did you have that weren't answered? RESULT 8. What's changed since? 9. How would you describe us to a friend? CLOSE 10. Is there anything I should have asked but didn't?
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