Chris Spiek, Bob Moesta, Ervin Fowlkes – Mastering Jobs-to-be-Done Interviews
We recognize that conducting conversations with consumers who have struggled and made a purchase is the only way to properly grasp the Jobs that a product is hired to accomplish.
This course will teach you all you need to know to perform a successful Jobs-to-Be-Done interview.
The course is presented utilizing genuine interviews performed with real customers who have purchased items such as laptop bags, beds, and bottles of wine!
We also go through the tools we use to understand how energy and emotion play a role in the purchasing process.
The course should take about 6 hours to complete.
We hope you enjoy them!
What are the prerequisites?
If you have a current or prospective project that you can use as a reference point throughout the course, that is ideal. Think about how you can (or will) apply the lessons to your own projects as you go through each course, and feel free to ask questions about how the information pertains to your project/industry/market/business.
What will I get from this course?
There are more than 30 lectures and 5 hours of information!
You will be able to conduct JTBD interviews with customers at the conclusion of the course!
You’ll learn how to determine the true cause of why a consumer shops and purchases.
You’ll learn when to accept what a customer says as reality and when to dispute, push back, and search for the truth.
You’ll see why consumer pleasure is crucial, yet why it fails us when inventing new items.
You’ll have a solid grasp on the two most important Jobs-to-Be-Done tools, the Timeline and the Progress Making Forces Diagram.
Who is the intended audience?
Product developers who want a clear grasp of how and why consumers value particular product features and qualities (and which ones they do not value).
Product Managers who must be able to direct their teams’ efforts given limited resources, time, and money.