You've been using verbatims all wrong in Jobs-to-be-Done. Yes, You!
Jobs-to-be-Done research requires great story-telling, or it will simply collect dust on the shelf
In traditional Jobs-to-be-Done research, the only time we actually talk to a customer is during qualitative interviews or focus groups. In such a study, if you’re going to collect verbatims - direct quotes from customers - this is the only time you can do it. And this is exactly why they are basically worthless. Disagree? Read on…
As a part of the qualit…