How to design and run JTBD research interviews: guide and templates - GoPractice
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For a thoughtful approach to product growth and development, it's critical to know the tasks and contexts that create the jobs-to-be-done handled by your product.
Find where your product's growth is coming from: how the market for solving those JTBDs is shifting and what people are switching away from when they choose your product.
Users to interview: Users who are benefiting from the product and successfully use it to accomplish JTBDs.
Surveys offer a quick way to understand the universe of options that people see in the context of their JTBD. They also tell us how the product creates value for the people who would be very disappointed if the product vanished tomorrow.
The next step is to hold in-depth interviews with the users who said they would be "Very disappointed" if the product disappeared.
After hearing a user's answer, interviewers often get defensive: they start explaining how everything was supposed to go and what they actually intended.
Even a handful of high-quality interviews can be enough to give you a new perspective on your product.