Process
JTBD switch interview: six phases
A timed interview structure for Jobs to Be Done switch interviews
A switch interview works best when it follows the customer's timeline from the first frustration to the first days of use. This process lays out six phases with a time guide for each, so a session of about 40 to 70 minutes covers the push, the pull, the anxiety and the habit. Use it as the skeleton of your discussion guide for Jobs to Be Done research.
Where this appears
What's in this process
- Timeline anchoring: 5 to 10 minutes. Ground the interview in a specific event, not current opinions.
- Mapping the push: 10 to 15 minutes. Explore what frustrated them about the old solution.
- The first thought: 5 to 10 minutes. Find the moment they first noticed the new solution.
- The consideration journey: 10 to 15 minutes. Learn what they compared and what almost stopped them.
- The decision moment: 5 to 10 minutes. Pin down the event that tipped the choice.
- Early use and validation: 5 to 10 minutes. Ask what happened in the first days after switching.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/jtbd-switch-interview-six-phases"><img src="https://www.koji.so/visuals/jtbd-switch-interview-six-phases/jtbd-switch-interview-six-phases.png" alt="Process showing the six phases of a Jobs to Be Done switch interview, from timeline anchoring to early use, with a time guide for each phase." width="1080" height="1350" /></a>
<p>Source: <a href="https://www.koji.so/visuals/jtbd-switch-interview-six-phases">JTBD switch interview: six phases</a>, Koji</p>