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Researching the JTBD: interviews and observations

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NEU Creative Ltd.
NEU Creative Ltd.

This is the slide deck intro from Glasgow's 2nd Jobs-to-be-done meet up held on Monday 6th of June 2016. Links and examples included.

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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 1 with 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.”
ping-go.com
ping-go.com
ping-go.com
ping-go.com
ping-go.com
ping-go.com
ping-go.com
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

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