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Systems and research depth · Proficient · Lesson 70 of 99 · 1 h 10 min video, then about 2 hours of practice
Jobs-to-be-done interviews and switch analysis
After this you can run a jobs-to-be-done 'switch' interview that reconstructs why someone changed products, and turn several into a description of the job your product is hired for.
Why it matters
Jobs-to-be-done interviewing asks about a real past purchase or switch in forensic detail (the first thought, the trigger, what they tried, the anxieties, what finally pushed them) to uncover the progress people are trying to make. It produces sharper insight than opinion-based interviews for questions of positioning and what to build next. Focus on the timeline technique and the forces (push, pull, anxiety, habit). Trap: using JTBD as a label for any user need. A job statement that could apply to any product is not an insight.
How to use this resource
A long-form interview with a co-creator of the framework, including how the switch interview actually works. The best free source on the method, from its origin; listen as a podcast.