Class is in session
JTBD and BeSci for more insightful Customer Research
9.2
(5 ratings)
6 Weeks
·Cohort-based Course
Learn how to conduct jobs-to-be-done interviews using The Wheel of Progress® and identify behavioral-based barriers to customer progress.
Class is in session
JTBD and BeSci for more insightful Customer Research
9.2
(5 ratings)
6 Weeks
·Cohort-based Course
Learn how to conduct jobs-to-be-done interviews using The Wheel of Progress® and identify behavioral-based barriers to customer progress.
Hosted by
JOHN GUSIFF
John Gusiff is the Managing Partner for Customer Centric Solutions LLC.
Course overview
JTBD + BeSci for more insightful Customer Interviews
JTBD + BeSci is a powerful combination! They work together like Peanut Butter & Jelly, Mac & Cheese, Hot Cocoa & Marshmallows.
I've been teaching my clients how to leverage customer jobs-to-be-done based insights research for just under a decade. It's a powerful approach to leverage when focused on customer development or product discovery.
Just recently I discovered the power of integrating applied behavioral science leveraging the makeit toolkit into this approach and want to share what I've learned with anyone who wants to create better experiences for customers. Helping them overcome barriers to progress as they accomplish their jobs-to-be-done.
My clients have included: American Honda, Canada Goose, Citibank, ecobee, G Adventures, Gympass, Humana, lululemon athletica, Modesens, Porch, Royal Ambulance, Shaklee, and TransAlta.
To go beyond simply understanding jobs-to-be-done principles to building the necessary skillsets to apply it in your organization.
01
A Startup Founder who wants to shorten the path to product-market fit.
02
The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.
03
A Product Owner who wants to prioritize and fall in love with the problem prior to thinking about the solution.
04
The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.
05
The Product Trio (PM, UX, Tech) who want to learn how to improve the customer interview process as a team (multiple perspectives).
What you’ll get out of this course
An Introduction to Job Theory and It's Application
Learn about different perspectives related to job theory and how to best apply it given your industry, company, product or service offering, and your role or function within the organization.
An Understanding of the end-to-end process for JTBD-based Insights Research
Learn the step by step process for planning, recruiting participants, preparing for interviews, conducting interviews, analyzing and synthesizing findings from customer jobs-to-be-done insights research.
Hands-on Practice performing Customer Jobs-to-be-done Interviews
Either as an individual or a team (product trio), learn and actually practice how to conduct more effective customer jobs-to-be-done interviews leveraging The Wheel of Progress® listening framework. How to listen for and capture the twelve (12) elements of customer progress.
How to leverage Applied Behavioral Science alongside JTBD-based Methods
Learn about the five laws of behavioral science. Get an introduction to eighteen (18) unique behavioral science informed barriers to customer progress related to motivation, ability, and prompt.
Become more Customer Focused in whatever Role you perform within the Organization
Seeing and understanding your customers through the lens of jobs-to-be-done and applied behavioral science will make you a better founder, marketer, product manager, designer, researcher, and/or customer advocate.
JTBD and BeSci for more insightful Customer Research
9.2
(5 ratings)
What my clients and partners say ...
Jackie Poriadjian-Asch
Lauren Mitchell
Kyle Sandburg
Molly Chapman
Minh Tran
Eckhart Boehme
Massimo Ingegno
Meet your instructor
JOHN GUSIFF
John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.
He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.
He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.
Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.
Be the first to know about upcoming cohorts
JTBD and BeSci for more insightful Customer Research
Customer jobs-to-be-done Insights Research + Applied Behavioral Science
01
Job Theory and Its' Application
You will get a comprehensive overview of job theory, core principles, different perspectives regarding jobs-to-be-done, and its application across the enterprise.
- A Definition: Customer Job to be Done
- Core Principles of Job Theory
- Goal or Job Hierarchy
- Different Perspectives
- Types of Customer Jobs
- The Customer
- Application across the Enterprise
02
The Wheel of Progress®
You will learn about the The Wheel of Progress® framework along with how it will be utilized when conducting customer jobs-to-be-done interviews:
- The Wheel of Progress® framework (awareness, expectations, trade-offs, experience)
- The Cycle of Customer Progress (First Thought to Continuous Use)
- Multiple Cycles of Progress with different Solutions
03
Customer Progress and BeSci Barriers & Constraints
You will learn about the twelve elements of customer progress, switching behavior, constraints and behavioral-based barriers to progress.
- The 12 Elements of Customer Progress
- First Thought or Struggling Moment
- Switching Behavior (Hiring/Firing)
- Promoting and Blocking Forces to Customer Progress
- Constraints and Barriers to Progress
- Continuous Use
04
The End to End Process for JTBD Insights Research
You will learn how to plan out your JTBD Insights Research from start to finish as well as selecting your Case Study so that you can apply what you've learned.
- The Focus of your Research
- Planning your JTBD Insights Research
- Target Segments and Recruitment
- The Interview Guide and Process
- Selecting your Case Study
05
Applying it all around Case Study of your Choice (Teams)
You will select a Case Study as a Team to plan and execute applying what you've learned during the course.
- Planning your JTBD Insights Research
- Creating the Interview Guide for your Case Study
- Conducting your JTBD Interviews
- Synthesizing what you Heard during Interviews
06
Showcasing your Case Study
You will present alongside your Team the results of your JTBD Insights Research Case Study receiving feedback from the group.
- Presenting your Case Study
- Feedback from the Group
- Summary recap of the Course
- Staying Connected
Six Weeks LIVE Cohort Classes
2 Hours per Week plus Homework
Weekly Sessions (Six Weeks - 9/7 to 10/12)
Every THURSDAY 2 pm to 4 pm PST
We'll be meeting weekly as a group, every THURSDAY, walking through specific topics each session, some group discussion, and a combination of individual and group exercises.
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you