Use conversations to identify jobs-to-be-done, pains and gains

1. Ethnographic
Interviews

2. things we think we know
then our known unknowns
then our unknown unknowns

3. Structured surveys
do not generate
insights

4. Focus Group
Interviews require
skilled moderation

5. Just
Chat

6. Chat with your network and
your work colleagues

7. Interview
Strangers

8. Talk with
users and customers

9. VIDEO
Steve Blank
Conducting Customer
Discovery Interviews
http://youtu.be/V3syNbgSkwE
9

10. Initially talk to a broad base
of customers and users,
experts and non-experts,
whoever. Just talk.
Over time narrow your
focus to target market

11. Talk to…………
as many as possible
as deeply as possible
as soon as possible

14. TALKING V OBSERVING
Unconscious Bias is triggered
automatically by our brain making
quick illogical assessments of
people and situations, influenced by
our background, cultural
environment and personal
experiences

15. TALKING V OBSERVING
Confirmation Bias is the tendency to
search for and interpret information
in a way that confirms
one’s preoccupations.
In addition, individuals may
discredit information that does
not support their view

16. Framing
Customer Interviews

18. Ask the "whys"
the "why nots"
and the "what if's"

19. Ask about the past
and the present,
not about the future

20. Use
Jobs-To-Be-Done
to pinpoint
customers
unmet needs

21. Ask about what customers are
trying to achieve or progress in
the domain with all its social,
emotional and functional
dimensions.
The “jobs-to-be-done”

22. Talk about the
aspirations
they have
with these jobs

24. Find out what products
customers currently ‘hire’
to get the job done and why
they chose this product?

25. Then ask customers
about the associated
pains or frustrations
with the current
product they ‘hire’

26. And the gains or great
outcomes that they
would expect if they
were to ‘fire’ that
product and ‘hire’ a
new solution

27. Ask about the
“habits of the
present” that
hold customers
back from
switching

28. Ask about the
“anxiety of
choosing
something
new”

29. Ask about
how they would
measure the gains
or great outcomes
of a new solution

30. Use Journey Mapping to
guide your conversations
if the opportunity is part
of a process, sequence
of activities or a
purchase decision

31. Use Personas and Empathy Maps
to hone in on segmented needs

33. Record notes after
each interview in
order to fully
concentrate on the
conversation?

34. Reflect after each
conversation on your
interviewing skills –
the good & the bad

37. Ethnographic
Interviews