Customer JTBD Interviewing Skills
Master end-to-end Jobs-to-be-Done research process with hands-on interview experience
Overview
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.
Instructors
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