The nuances of conducting interviews in JobsToBeDone
Posted: Thu Jan 23, 2025 4:47 am
The main goal of the interview is to understand why the client decided to “hire” the product for “work”. You need to know the following parameters:
desires (what the user plans to receive in the future);
catalysts (what influenced the formation of the need);
limitations (barriers that stand in the way of achieving what you want);
a set of solutions (options that can solve the problem).
Example: A person started ig database doing sports (catalyst) to lose weight (desire). However, quarantine led to the gym being closed (restriction). Because of this, he needs to find another option that will allow him to do sports - online training, an app (set of solutions).
The nuances of conducting interviews in JobsToBeDone
To find out all these nuances, you can ask several questions:
Catalysts:
At what point did you first start looking for something new to solve a problem?
Where were you?
Was there someone next to you? How did the people around you react?
What made you start thinking about this?
Time of purchase:
When did you purchase this item?
Where were you?
What time of day was it when the purchase was made (day/night)?
Were you with someone?
How did you purchase this product?
Search for solutions:
How did you search for a product to solve the problem?
What solutions did/didn't you try? For what reason?
Since emotional factors have a significant impact on consumer decisions, it is also recommended to ask the following questions:
What was the conversation like when you talked about purchasing a product with your spouse/friend/parents?
Before you bought the product, did you imagine what it would look like? Where were you at that moment?
Did you experience any concerns about this purchase?
Have you heard anything about a product that made you feel this way? What exactly did you hear? What made you feel this way?
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
desires (what the user plans to receive in the future);
catalysts (what influenced the formation of the need);
limitations (barriers that stand in the way of achieving what you want);
a set of solutions (options that can solve the problem).
Example: A person started ig database doing sports (catalyst) to lose weight (desire). However, quarantine led to the gym being closed (restriction). Because of this, he needs to find another option that will allow him to do sports - online training, an app (set of solutions).
The nuances of conducting interviews in JobsToBeDone
To find out all these nuances, you can ask several questions:
Catalysts:
At what point did you first start looking for something new to solve a problem?
Where were you?
Was there someone next to you? How did the people around you react?
What made you start thinking about this?
Time of purchase:
When did you purchase this item?
Where were you?
What time of day was it when the purchase was made (day/night)?
Were you with someone?
How did you purchase this product?
Search for solutions:
How did you search for a product to solve the problem?
What solutions did/didn't you try? For what reason?
Since emotional factors have a significant impact on consumer decisions, it is also recommended to ask the following questions:
What was the conversation like when you talked about purchasing a product with your spouse/friend/parents?
Before you bought the product, did you imagine what it would look like? Where were you at that moment?
Did you experience any concerns about this purchase?
Have you heard anything about a product that made you feel this way? What exactly did you hear? What made you feel this way?
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients