Learn Jobs-to-be-Done Using a Real Example: Eva's Camera Interview

Interviewing a consumer or decision-maker about a purchase that they’ve made is one step involved in uncovering Jobs-to-be-Done insights (if you’re new to the framework, check out this video on jobs-to-be-done basics).

We ask some strange questions when we interview. To people overhearing the conversation the questions can sound way out-of-line or uncomfortable. To the person being interviewed the questions are straight-forward but require thinking, focus, and memory recall to answer. The questions have a specific purpose though: understand the causal factors that led up to the purchase, so we can use that information to make products that people want to buy.

Jobs-to-be-Done Interviewing

When product people start learning Jobs-to-be-Done and first hear an interview conducted, their first question is, “why are you asking about those things,” and after hearing the explanation, “how can I learn how to ask similar questions?” As we’ve evolved our method of teaching JTBD, we’ve found that a great way to learn is to hear others conduct interviews, which is why each of our Switch Workshops and online course include a few interviews with real people who have made purchase decisions.

How can I learn to ask similar questions?Logan Cee

During a recent Switch Workshop, we interviewed Eva, one of the workshop attendees about a camera that she had recently purchased. I conducted the interview with my partner at The Re-Wired Group, Bob Moesta, at the Switch Workshop in Detroit on January 24th, 2017. In the interview you’ll hear Eva’s story of a Narcos-inspired trip to Medellín, Columbia, how she came to purchase her new Sony A6500, and figured out how to make progress with regards to how she takes photos and shoots video.

Our workshop attendees paid $1,500 and traveled to Detroit from as far away as Ireland to hear this interview and learn the Jobs-to-be-Done technique. We usually don’t share workshop content, but this interview was so good that we couldn’t resist.