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
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