The Guild Library
The Guild Library
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JTBD example interview w tutorial

Source

Key points

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Goes through a detailed example of an interview to determine JTBD

Asking detailed questions at the start to establish the scene, don't just ask what their motivation was, that will just lead to post-rationalisation

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What is the real behaviour that is being experienced, not the post-rationalisation

What is good about it?

  • Detailed and a good example
  • Quite funny

What is bad about it?

  • Not the greatest audio quality
  • Technique assumes that people can remember accurately