As part of my Customer JTBD Interviewing Skills course on Maven, I guide you through the end-to-end JTBD Research Process that I use with my clients

Here’s an overview of what you’ll learn:

Formulating a Hypothesis: We’ll start by identifying key assumptions about your customer’s Jobs to Be Done (JTBD) and their motivations. You’ll learn how to create an initial hypothesis informing both your recruitment and interview structuring.

Planning and Recruitment: Understand the best practices for identifying and recruiting participants that represent the different situational contexts and motivations relevant to your research.

Creating the Interview Guide: Using JTBD interview cards, you’ll build an effective interview guide. These cards act as prompts for in-depth interviews, ensuring you cover all necessary aspects of the customer’s journey or progress.

Conducting Team Interviews: Learn to facilitate team-based JTBD interviews using The Wheel of Progress®, a structured framework that uncovers the underlying drivers of customer behavior at each stage of the journey.

Aggregating and Synthesizing Findings: After conducting interviews, you’ll learn to analyze and aggregate insights to identify patterns, needs, and opportunities for enhancing and improving customer progress.

Defining Desire for Progress Statements: Finally, you’ll develop Desire for Progress Statements, highlighting the underlying stories, that clearly articulate what progress your customers are trying to make, allowing you to better align solutions with their needs.

Throughout the course, you will not only learn the theory but also apply it to a real-world case study of your choosing, working collaboratively in a cohort team. This hands-on approach ensures that you’ll leave with practical skills ready to be implemented in your projects.