What Is a JTBD Interview?
A JTBD interview is a structured conversation designed to uncover the jobs customers are trying to get done, as well as their desired outcomes and unmet needs. These interviews focus on understanding the progress customers seek rather than demographic or product-specific details.
For example:
- Instead of asking “What features do you want?” a JTBD interview might ask “What problem were you trying to solve when you chose this product?”
Why Are JTBD Interviews Important?
How Do They Help Businesses Innovate?
JTBD interviews provide deep insights into customer motivations and pain points, enabling businesses to:
- Identify opportunities for innovation.
- Prioritize features based on real-world needs.
- Design solutions that better align with customer goals.
What Questions Should You Ask in a JTBD Interview?
- What problem were you trying to solve?
- What alternatives did you consider?
- What challenges did you face while completing this job?
- How do you measure success when using this product?
How Can You Conduct Effective JTBD Interviews?
What Are Best Practices?
- Focus on specific circumstances rather than general preferences.
- Use open-ended questions to encourage detailed responses.
- Analyze patterns across multiple interviews to identify common themes.
Why Choose Thrv for JTBD Interviews?
Thrv provides tools and training for conducting effective JTBD interviews that uncover actionable insights about your market. We help you turn customer feedback into innovation strategies that drive growth.
Visit thrv today and start learning from your customers’ Jobs To Be Done!
