Watch these videos and learn how to interview your customers to discover their stories and deeper insights.
Fraser Deans
Founder, Insight Pipeline
Last updated
2nd March 2024
Jobs To Be Done for Product Discovery
Watch JTBD customer interviews
Here, you'll find a selection of videos that show real users articulating their needs and buying decisions, offering a hands-on approach to JTBD and qualitative UX research. This customer interview format is useful for anyone involved in product discovery. These example videos reveal effective interviewing techniques and the motivations behind customer behavior.
These videos dig into the customer buying journey, their pains and struggling moments.
Each video showcases examples of JTBD customer interviews and includes an analysis with the "switch diagram" to help you visually grasp customer choices. Whether you're new to JTBD or looking to sharpen your skills, these examples serve as a vital tool for improving your customer interview techniques and applying JTBD principles effectively in your work.
What is the job to be done for a yoga retreat?
In this JTBD customer interview I speak with a yoga skeptic who decides to go on a yoga retreat. Surprisingly, yoga wasn't a major motivator. The customer wanted to connect with likeminded people, have deep conversations and find mentorship.
What is the job to be done for a SodaStream home water dispenser?
In this JTBD customer interview I speak with a father with a young family and another child on the way. He tells me his story of purchasing a SodaStream after fears of microplastics and plastic waste and a family love of sparking water.
What is the job to be done for a SaaS website starter kit?
In this JTBD customer interview I speak with a software engineer tired with fixing bugs late at night. In this honest conversation, he tells me about need to build things quickly and not get caught up in project maintenance.