A testimonial convinces when the customer gets specific. That takes the right questions in the right order. Here are twelve questions that work in practice, plus the follow-ups, the preparation and the mistakes that cost you the best sentences.
All prices plus VAT · delivered within 24 hours · See all packages & details
A customer who says “great cooperation” on camera convinces nobody. A customer who explains the problem they had, why they chose you and what has changed since speaks directly to anyone facing the same decision. The difference is rarely the camera or the light. It is the questions.
Good testimonial questions follow a story: starting point, decision, result, recommendation. They are open, so the customer tells rather than answers yes or no. And they invite examples, because one concrete situation says more than any adjective. You can see finished testimonials on our testimonial video page.
Questions 3 and 9 usually deliver the strongest sentences. Question 5 feels delicate but adds credibility: a customer who compared options sounds like someone who made a deliberate choice, not a favour. Question 1 rarely makes the film, but it gives the customer an easy start and provides name, role and company for the lower third.
The twelve questions open the conversation; the follow-ups bring out the details. The most useful ones:
Also ask the customer to repeat the question in the answer. “Yes, faster” becomes “Since we switched, our quotes go out faster.” The interviewer’s voice is cut, so every answer has to stand on its own. If the customer is not comfortable in English, let them answer in the language in which they sound most convincing and add subtitles.
The customer receives the questions a few days before the appointment. That way they know what the conversation is about and can recall names, timelines and figures. What they do not receive is a script. People who read or recite memorised lines sound exactly like that, and viewers notice immediately.
Ask the customer to set aside about 45 minutes: 20 to 30 minutes of interview plus the microphone, seating and a few shots with the product or team. The crew sets up and packs down without them.
The questions are a guide, not a checklist. If the customer tells you the result at question 2, let them talk and pick up the missing points later. A few rules from practice:
At Pixer we always film testimonials with two cameras, one frontal and one from the side. That keeps cuts invisible, so the customer does not have to get anything right in one take. We run interviews in English, German, Arabic and Persian.
A good 20 to 30-minute interview gives you a 60 to 90-second film for your website and sales team, short vertical quotes for LinkedIn and ads, and written quotes for case studies once the customer has approved them. Testimonial Single costs €990 plus VAT, three interviews on one shoot day in the Trio package €2,490, and up to six interviews in the Serie package €4,990. If you meet customers on your trade fair stand (booth) anyway, our guide to customer testimonials at the show shows how to fit the interview into a show day.
Starting point, decision, result, recommendation: the twelve questions follow that order.
No yes-or-no questions. Examples and situations instead of adjectives.
“What exactly do you mean?” and a short silence bring out the strongest sentences.
The customer knows the questions beforehand but reads nothing out.
Internal approval at the customer, figures and consent settled before the shoot.
Frontal and side angles keep the cuts in the edit invisible.
Yes, a few days before, so they can recall names, timelines and figures. But without sample answers and without a script.
20 to 30 minutes. Including microphone, seating and a few shots with the product or team, the customer should allow about 45 minutes.
Someone who can lead a conversation and was not directly involved in the project, so the customer feels free to mention difficulties too. On our shoots the crew does this; your contact person stays nearby but out of sight.
Only with the customer’s explicit approval. If figures are not approved, a concrete situation often works just as well.
We film testimonials on site only, at the customer’s premises, at a trade fair or at your office, because the picture, sound and light of a video call are not good enough for sales use.
Testimonial Single with one interview is €990, Trio with three interviews on one shoot day €2,490 and Serie with up to six interviews €4,990, plus VAT. Non-EU companies pay no German VAT.
Want to put customers in front of the camera? Tell us the customer, the location and a rough date. We write the question list after the briefing and agree it with you.
We reply within 24 hours. At short notice, WhatsApp is fastest.
