researching the jtbd: interviews and observations
TRANSCRIPT
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Researching the JTBD: interviews and observations
Jamie Sunderland ● 6th June 2016 Jobs-to-be-done Glasgow Meetup #2
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People buy products to get
jobs done in their lives.
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How we research and understand the customer’s
job-to-be-done?
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Research methods
1. Observe your current customers
2. Study your potential customers
3. Watch for compensating behaviours
4. Ask why multiple times and listen
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PingGo is the fastest way to write on-message press releases and news content.
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7PR user
interviews
x
1with specific
stories
hr
Conducting interviews
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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
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Customer job map
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“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.”
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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
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Have a play…
Outline 1. Get into pairs/groups 2. Pick a series of cards 3. Discuss recent purchases 4. Feedback