Customer JTBD Interviewing Skills

JTBD interviews are most useful when they uncover the causal story behind a purchase or adoption decision. This course teaches a complete JTBD interviewing workflow: forming hypotheses, writing strong interview guides, running interviews (often with a team), and synthesizing patterns into actionable progress statements. The emphasis is on extracting insight you can use for product strategy, positioning, and roadmap choices — not collecting quotes. You’ll practice the specific question structures and synthesis steps that produce decision-grade insight. Best for PMs, designers, and researchers who want to level up discovery quality and make customer conversations more predictive of what users will adopt and pay for.