How to get results from Jobs-to-be-Done interviews

Gaining a deep understanding of the customer's job-to-be-done requires unique interviewing skills and techniques. Here are the methods that will get you started

Jobs-to-be-Done Theory is integral to successful product planning — the ability to conceptualize a product or service that will win in the marketplace BEFORE it is approved for development/design. Applied correctly, it results in predictable innovation, as products and services are certain to address unmet customer needs.

Jobs-to-be-Done Interviews solve the puzzle of understanding customer needs

Before a company can determine which needs are unmet, it must first uncover all the customers’ needs. Most companies struggle in this effort and in many cases company managers can’t even agree on what a “need” is. Fortunately, customer needs can be effectively defined and successfully captured through qualitative Jobs-to-be-Done interviews.

Jobs-to-be-Done interviews have a specific goal — to gain a deep understanding of the job the customer is trying to get done. Consequently, when conducting these interviews, the focus should not be on the buying process, the day of purchase, customer behavior…