Post on 22-Jan-2018
Researching the JTBD: interviews and observations
Jamie Sunderland ● 6th June 2016 Jobs-to-be-done Glasgow Meetup #2
People buy products to get
jobs done in their lives.
How we research and understand the customer’s
job-to-be-done?
Research methods
1. Observe your current customers
2. Study your potential customers
3. Watch for compensating behaviours
4. Ask why multiple times and listen
PingGo is the fastest way to write on-message press releases and news content.
7PR user
interviews
x
1with specific
stories
hr
Conducting interviews
Conducting interviews
Recruiting criteria
• Recently (<30 days) bought the product
• Recently left the product
• Recently bought a competing product
• Have directly used the product
• The ultimate decision maker
Customer job map
“The blue mohican”
Businesses struggling to come out confidently with a message
“The business was coming out - I felt like I had
blue mohican hair.”
More links
> Jobs-to-be-done Interview: Mattress
> Jobs-to-be-done Interview: Smartphone
> Jobs-to-be-done Interview: Car
> Long read on JTBD research & analysis
> A script to kickstart interviews
Have a play…
Outline 1. Get into pairs/groups 2. Pick a series of cards 3. Discuss recent purchases 4. Feedback