This interview structure can be used to uncover customer jobs-to-be-done.
- Get background about the participant and the job. (Build rapport)
- Tell me a little about yourself and what you do
- When was the last time you did the main job
- How did you feel overall while getting that job done
- Understand the main job and related jobs (talk about JTBD)
- What are you trying to accomplish? What tasks are involved?
- What problems are you trying to prevent or resolve?
- What helps you achieve your goals?
- What would the ideal service be to do the job for you?
- What else are you trying to get done?
- Understand the process of executing the job (go through stages of getting the job done)
- How do you get started?
- What is the previous step? What is the next step?
- How do you continue you after that?
- How do you make decisions along the way?
- How do you feel at each stage in the process?
- How do you know you are doing the job right?
- How do you wrap things up?
- Find needs (uncover desired outcomes)
- What workarounds exist in your process?
- What do you dread doing? What do you avoid? Why?
- What could be easier? Why?
- Why do you avoid doing certain parts of the job?
- What’s the most annoying part? Why is that frustrating?
- How do you feel when the job is completeD?
- Probe on circumstances (Find out when and where performing the job makes a difference and uncover the salient factors that frame getting the job done)
- Ins which situations do you act differently?
- What conditions influence your decisions?
- How do the environment and setting affect your attitude and feelings while getting the job done?
Kalbach, Jim, and Michael Schrage. The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs. New York: Two Waves Books, 2020.