What made people purchase a certain product or subscribe to a service? What made them abandon one offering and switch to another? By conducting retrospective interviews we can learn about the customers' decision-making processes leading to transactions by understanding their inherent contexts and causality.
At this 8th Jobs-to-be-Done meetup we conducted such an in-depth interview live. We learnt and practised together how the JTBD interviewing technique helps to uncover key moments that shaped the customer’s decision-making ahead of buying. By tracing the customer’s story back to her first thought about a new solution, we tried to understand how and most importantly why the customer decided to switch.
Zalando Tech’s innovation team was so kind to sponsor the meetup and host it at their terrific new place in Berlin-Mitte.