Learn how to analyse your customer interviews
Fraser Deans
Founder, Insight Pipeline
Last updated
4th March 2024
Jobs To Be Done for Product Discovery
Analysing JTBD Customer Interviews for Product Discovery
Navigating Post-Interview Insights
JTBD analysis transforms raw interview data into a strategic tool for continuous product discovery. By understanding the Forces of Progress and utilizing the Switch Diagram, you can uncover deep insights into customer behavior and motivations. These insights are invaluable for driving product development, enhancing the buying experience, and refining marketing strategies to more effectively meet customer needs.
Understanding the Forces of Progress
At the heart of JTBD analysis is the concept of the Forces of Progress, which explains why customers switch to or from products and services. These forces include:
The Push of the Situation
Customers often seek new solutions because their current situation is unsatisfactory. Identifying this "push" is crucial, as it highlights the initial motivation for seeking an alternative. Conditions occur in the customer life that promote change.
The Pull of the New Solution
What makes the new solution appealing? This "pull" factor is the promise of resolving the user's struggle, offering insights into what features or benefits are most attractive to potential customers.
The Anxieties of Change
Change comes with uncertainty. Pinpointing anxieties helps understand what reservations customers might have about adopting your solution, providing a clear path to address these concerns.
The Habit of the Present
Existing habits or solutions, no matter how imperfect, can be significant barriers to change. Recognizing these habits allows you to design interventions that make the switch more appealing. For example, the customer has a long term contract with another supplier or their partner prefers another brand.
Mapping Insights with the Switch Diagram
The Switch Diagram is a powerful tool for visualizing the Forces of Progress. When the forces on the top of the diagram (acting toward the right) are larger than the forces on the bottom (acting toward the left) then a switch is made and change happens. Here’s how to utilize it effectively:
Collecting Data
Start by organizing your interview data. Look for quotes, stories, and observations that relate to each of the four forces.
Identifying Forces
Categorize your findings into the four forces. This classification helps clarify what drives customers towards or away from your solution.
Creating Your Switch Diagram
Plot these forces on a switch diagram. This visual representation will help you see the balance between what pushes customers away from their current solution and what pulls them towards yours.
It is helpful to use a language structure when writing down the forces in the push of the situation and the pull of the solution sections. Use "When…" to preface the push of the situation. For example, "When it rains" or "When I am hungry". Similarly, use "So I can…" for the pull of the solution. For example, "So I can stay dry" or "So I can stay focused on my work".
Analyzing the Diagram
Examine your diagram to understand the customer journey deeply. Look for patterns or gaps that could represent opportunities for innovation or improvement in your product.
Turn Your Analysis into Product Innovation & Growth
With your JTBD analysis in hand, it's time to translate insights into action:
Identifying Opportunities for Innovation
Use your findings to pinpoint where your product can better serve the jobs customers are trying to get done. This might mean adding new features, enhancing existing ones, or even removing unnecessary complexity.
Enhancing the Buying Process
Streamline the buying process based on your analysis. For instance, if anxieties about change are a significant barrier, consider how you can offer reassurances or trials that reduce this friction.
Refining Marketing Strategies
Tailor your marketing messages to address the discovered forces directly. Highlight how your product uniquely addresses the push factors or alleviates anxieties better than competitors.