They just don't know how to tell you yet.

Interior designers often lament the client who "doesn't know what they want." We've all experienced the frustration: endless revisions, vague feedback, and the dreaded "I'll know it when I see it" comment.

But what if this common assumption is fundamentally flawed? What if your clients already know exactly what they want but they just don't know how to tell you yet?

After my post on "The Three Options Rule" generated such thoughtful discussion (particularly from the designer who shared they present only one solution and achieve a 95% success rate on the first attempt), I've been reflecting on what separates designers who get the brief right first time from those caught in endless revision cycles.

The answer isn't in our design skills. It's in our questioning technique.

Why Traditional Client Questionnaires Fail

Most client questionnaires focus on collecting specifications rather than insights. They ask about colours, styles, and Pinterest boards. All valid information, but woefully incomplete.

Yes, we need to know if they hate the colour green and have three dogs, but these details only become valuable once you understand the deeper context they fit into.

Surface-level designers ask:

• "What colours do you like?"
• "What's your style?"
• "Which inspiration images speak to you?"

Perceptive designers ask:

• "What isn't working in your current space?"
• "What does a successful morning routine look like here?"
• "Which room in your home feels most 'you' and why?"

The difference is profound. The first set of questions collects preferences. The second set uncovers problems that need solving.

Questions That Change Your Design Practice

I've found that the most revealing questions aren't about design at all. They're about habits. Frustrations. Aspirations. The life that happens in the space.

Some of the most effective questions include:

• "What's the story you want this space to tell when people experience it?"
• "What would make this space feel like a complete failure to you?"
• "When was the last time you felt truly comfortable in a space? Describe it."

These questions bypass the client's limited design vocabulary and tap directly into their emotional and functional needs. They reveal what clients struggle to articulate but instinctively understand.

The 5 Whys Technique (Without the Interrogation)

The 5 Whys technique helps you dig deeper to find what you're really solving for. You don't always need all 5 levels. Usually two to three questions reveal what you need to know.

When a client says they want an open-plan kitchen, don't stop there. Ask why (but make it conversational).

"We want an open-plan kitchen." 
"What's driving that for you?"
"I feel cut off when I'm cooking." 
"What happens when you feel cut off?"
"I can't help with homework or see what the kids are doing."

Now you understand: You're not just removing walls. You're solving for connection and visibility during daily routines. That's a much clearer brief.

The key: Keep asking until you understand the real problem, but stop when you get there. You're not conducting therapy, you're uncovering what needs to be designed.

Improving Your Client Interview Process

To elevate your questioning technique:

• Record interviews (with permission) so you can be fully present
• Listen for what clients don't say as much as what they do
• Validate their problems, not just their Pinterest boards
• Use the 5 Whys approach, but stop when you understand the real problem

When you perfect the diagnosis, the prescription becomes obvious. This explains why some designers confidently present a single solution that delights their clients immediately. They've done the investigative work upfront.

A New Approach to Client Questionnaires

I've developed a comprehensive Client Questionnaire that goes beyond surface-level preferences to uncover the psychological and functional drivers of a project. I've developed this into a template that other designers can use in their own practice.

Remember: Your clients already know what they want. Your job isn't to give them options. It's to ask the questions that help them articulate what they already know.