Contextual Inquiry

What Is Contextual Inquiry?

Contextual inquiry is a qualitative research method used in JTBD theory to observe customers in their natural environment while they attempt to complete their Jobs To Be Done. This approach provides insights into real-world challenges and unmet needs that might not surface in traditional interviews.

For example:

• Observing commuters during rush hour to understand their struggles with "arriving at work on time."

Why Is Contextual Inquiry Important?

How Does It Complement JTBD Interviews?

While interviews reveal what customers say about their jobs, contextual inquiry shows what they actually do. This combination provides a more complete picture of customer behavior and pain points.

What Are Examples of Contextual Inquiry?

1. Watching parents use baby monitors during bedtime routines.
2. Observing chefs prepare meals in professional kitchens.

How Can You Conduct Contextual Inquiry?

What Are Best Practices?

1. Define the job-to-be-done you want to study.
2. Observe without interfering with the customer’s process.
3. Take detailed notes on challenges, workarounds, and emotions.

Why Choose Thrv for Contextual Inquiry Research?

Thrv helps you conduct effective contextual inquiries that uncover actionable insights about your customers’ Jobs To Be Done. Our tools ensure you capture valuable data that drives innovation.

Visit thrv.com today to learn how contextual inquiry can improve your product strategy!