Job To be Done Interview Guide

by digitalleverage.ch

Let's take a step back: What specific situation led you to start looking for a new solution? (Identify trigger)
What did you do before? What was the status quo? (Understand how big the problem really was)
Why didn't this meet your requirements and what were the consequences? (Learn about implications / pains)
And then? Did you actively search for alternatives or who did what next? (Understand which channels were used)
And what kind of offers did you consider? (Understand what alternatives were in question, so we can position ourselves against them)
When did you first hear about our [brand / product]? (How long was the customer journey?)
What was your understanding at that time of what we offer? (What were keywords they might have used?)
What were the most important criteria in selecting a [product category]? (Can we mention in marketing)
Were there any concerns? If so, which ones? (Address concerns in marketing)
How would you describe the benefit we bring you in your own words? (Inspiration for landing page design. Possible testimonial)
Reverse question: If you could change one thing about our [product/service] at the push of a button, what would it be? (Improve service)
Imagine we're talking again in, say, 3 years for the next interview. What needs to have happened for you to be able to say, looking back, that you're very happy with the progress you've made? (JTBD progress)
Bonus Question: Have you ever recommended us, and if so, why? If not, do you know marketers in other companies who would benefit from our services? What would it take for a recommendation?

Let's take a step back: What specific situation led you to start looking for a new solution? (Identify trigger)

What did you do before? What was the status quo? (Understand how big the problem really was)

Why didn't this meet your requirements and what were the consequences? (Learn about implications / pains)

And then? Did you actively search for alternatives or who did what next? (Understand which channels were used)

And what kind of offers did you consider? (Understand what alternatives were in question, so we can position ourselves against them)

When did you first hear about our [brand / product]? (How long was the customer journey?)

What was your understanding at that time of what we offer? (What were keywords they might have used?)

What were the most important criteria in selecting a [product category]? (Can we mention in marketing)

Were there any concerns? If so, which ones? (Address concerns in marketing)

How would you describe the benefit we bring you in your own words? (Inspiration for landing page design. Possible testimonial)

Reverse question: If you could change one thing about our [product/service] at the push of a button, what would it be? (Improve service)

Imagine we're talking again in, say, 3 years for the next interview. What needs to have happened for you to be able to say, looking back, that you're very happy with the progress you've made? (JTBD progress)