JTBD Interview Script

Alan Klement has created a useful Jobs-to-be-done interview script that can help your team get started uncovering valuable information around product usage: A Script To Kickstart Your Jobs To Be Done Interviews

Klement says:

“The keystone of the Jobs To Be Done (JTBD) philosophy is the customer interview. When you’re able to work with a customer to relive that moment of struggle, it’s amazing what we can learn about the events and forces that progress customers towards and away from our product.”

A fundamental insight of the JTBD framework is that there are clear decision making points where someone decides to buy your product. Uncovering these points is extremely valuable in understanding the real drivers of product adoption. Even people who happily use your product don’t always recognize those triggers in hindsight and under report them in traditional product research interviews.