This research guide will help give you a quick overview of the fundamentals of interviewing.

JTBD starts with qualitative research. You won’t find jobs from analytics or marketing surveys, and you can’t just “brainstorm” jobs and needs. You have to get out and talk to job performers informal interviews. 

Start by getting the right people: job performers. Then lead an open interview that lets them speak in their own words about their objectives. Don’t read from a questionnaire, but instead probe on the job process and needs. Afterward, you’ll need to translate what you heard into the JTBD language.