Are Jobs-to-be-Done Interviews Relevant in an AI World?
How ChatGPT has revolutionized the way I do qualitative research
As artificial intelligence (AI) continues to advance and disrupt industries worldwide, it raises questions about the relevance of traditional qualitative research methods like Jobs-to-be-Done (JTBD) interviews. While many researchers and practitioners have benefited from the insights provided by these interviews, there are concerns that they can be time…