JTBD Interview
Interview Information
- Interviewee: [Name]
- Date: [Date]
- Interviewer: [Name]
- Note-taker: [Name]
- Product Category: [Category]
- Specific Product: [Product]
- Purchase Time: [Time]
Interview Guide
Introduction
- Introduce yourself and the purpose of the interview
- Explain confidentiality and ask for permission to record
- Emphasize that there are no right or wrong answers
Purchase Journey
- When did you first start considering getting a [product category]?
- What happened in your life that made you start looking for a solution?
- Tell me about the specific situation that made you realize you needed to make a change.
- What was your daily life like before you got [the product]?
- What alternatives did you consider?
- How did you search for information about different options?
- What was decisive for your final decision?
Identify the “Job”
- What were you actually trying to achieve when you bought [the product]?
- If [the product] were a person you hired, what job description would it have?
- What problems did you expect [the product] to solve for you?
- How did you hope your life would change after the purchase?
- What concerns or fears did you have before the purchase?
Evaluate the Outcome
- How well has [the product] met your expectations?
- Which parts of the “job” does the product perform well?
- Which parts of the “job” does the product perform less well?
- Have you needed to supplement with other solutions? Which ones?
- If you could change anything about the product, what would it be?
- Have you recommended the product to others? Why/why not?
Conclusion
- Is there anything else you think about regarding your choice and use of [the product] that we haven’t discussed?
- If you were to give advice to someone considering buying a similar product, what would it be?
- Thank you for your time. May we contact you again if we have follow-up questions?
Analysis Form
Job Statement
“When I [context], I want to [motivation], so that I can [desired outcome]”
Push-Pull-Anxiety-Habit Analysis
- Push Factors: [What made the customer abandon their current solution?]
- Pull Factors: [What made your solution attractive?]
- Anxiety/Concerns: [What fears did the customer have about the switch?]
- Habits: [What existing behaviors influenced the decision?]
Competition Analysis
- Direct Competitors: [List]
- Indirect Competitors: [List]
- Other Alternatives: [List]
Progress Indicators
- Functional: [List]
- Emotional: [List]
- Social: [List]