# Discovery questionnaire

Run this on a call. Do not email 40 questions. Tick as you talk. Capture their words, not yours.

## Business

1. What do you sell, in the sentence you would say to a stranger?
2. Who is the buyer? Age, job, what they already tried.
3. Why do they pick you instead of the obvious alternative?
4. What would they get wrong about you today?
5. Where should this brand feel in five years — same street, or a different league?

## Proof

6. One result you are proud of (number, story, client).
7. One complaint you hear too often.
8. Reviews, press, certifications we must respect.

## Personality

9. If this brand walked into a room: three adjectives from them, three they refuse.
10. Brands they think look “right” (not necessarily competitors).
11. Brands they think look cheap or wrong — and why.
12. Any colours, symbols, or words that are politically / culturally off-limits.

## Voice

13. How do they speak on WhatsApp to a customer — paste two real messages.
14. Formal ↔ casual, on a 1–5.
15. Humour: none / dry / warm / none of that on official things.

## Visual

16. Keep / kill on the current look (logo, colours, photos).
17. Photography: real people, product only, illustration, none yet.
18. Print this year? Cards, sign, packaging, uniform.
19. Digital this year? Site, app, ads, slides, email.

## Constraints

20. Must-keep: founder name, existing URL, parent company, partner logos.
21. Budget for photography / print after this kit.
22. Who approves, and how many people get a say.

## Notes (verbatim phrases worth keeping)

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