AskCraftAnalytics
Views, clicks, returns and purchases show behaviour.
Does not by itself explain a particular choice.
Home / JTBD method
The JTBD method
What do people want
to change in their lives?
JTBD stands for Jobs to Be Done. The approach helps us understand the progress someone seeks in a particular situation and why they choose one solution over another.
A blog is one way
to make progress.
Someone may need clear instructions, a way to relax or confidence before an important decision. We explore the circumstances and desired outcome to understand their choice.
Practical needs matter, as do feelings and how people want to be seen by others.
About the theory: Christensen Institute ↗
Reconstruct
the story of a choice.
In interviews, we ask about events, actions and options the person actually considered.
- SituationWhat happened that made the person want to change something?
- SearchWhere did they look for a solution? What had they used before?
- ChoiceWhat attracted them to the new option? What worried them or kept them with the familiar one?
- ExperienceWhat did they choose, how did they use it and what happened afterwards?
These accounts help us explore the reasons behind a decision. We distinguish what the person described from our interpretation and ideas to test.
About interviewing for JTBD: Bob Moesta and Chris Spiek ↗
One job.
Several ways to get it done.
An illustrative scenario for a home renovation blog. This is a teaching example, not a client case or a research finding.
A job hypothesis
When choosing a contractor for my first renovation, I want to understand how to assess a quote, so I can make a decision without feeling I am being taken advantage of.
Situation
A first renovation, several confusing proposals and a limited budget.
Alternatives
Articles, advice from someone with experience, a consultation, a checklist or postponing the choice.
An idea to test
A worked example that explains unclear items in a quote may be more useful than a general list of tips.
To investigate this hypothesis, we need people who recently chose a contractor. They do not need to know the blog’s author.
What JTBD offers
blog owners
- A basis for topics and formats that address people’s needs.
- The language people use to describe their situation and decision criteria.
- An understanding of alternatives and barriers to consider in your offer.
The limits of the findings
Interviews do not measure how common each opinion is across a market or guarantee more views or sales.
We turn observations into hypotheses. Their prevalence and impact require a separate plan using surveys, analytics or experiments.
When interviews help,
and when other evidence is needed
Choose the method to suit the question. Sometimes analytics is enough; sometimes interviews help form a hypothesis to check with other evidence.
The people
behind AskCraft
Contact Sergey Svetov to discuss your project and the terms of an engagement. We agree who will conduct the interviews and review the work before the project begins.
@sergesaviniWant to learn interviewing?
AskCraft offers a course with practical assignments and feedback. Tell us what you want to learn and ask about the current programme.
Explore the course →Start with your decision
What decision
do you need to make?
Tell us about your blog, product or company. We will discuss whose experience matters and which research stages you need.
First, the question.
Then, the plan.
Then, the plan.
Participants, deliverables,
fees and timing agreed before we start.