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.

1. Researching the JTBD:
interviews and observations
Jamie Sunderland ● 6th June 2016 Jobs-to-be-done Glasgow Meetup #2

2. People buy
products to get
jobs done in
their lives.

3. How we research and
understand the customer’s
job-to-be-done?

4. Research methods
1. Observe your current customers
2. Study your potential customers
3. Watch for compensating behaviours
4. Ask why multiple times and listen

5. PingGo is the fastest way to write on-message
press releases and news content.

6. 7PR user
interviews
x
1
with specific
stories
hr
Conducting interviews

7. 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

10. Customer job map

11. “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.”

12. ping-go.com

13. ping-go.com

14. ping-go.com

15. ping-go.com

16. ping-go.com

17. ping-go.com

18. ping-go.com

19. 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

20. Have a play…
Outline
1. Get into pairs/groups
2. Pick a series of cards
3. Discuss recent purchases
4. Feedback