Research template · 2–3 weeks
Jobs to be done
Why do people start using, switch to or leave a product like yours?
Takes 2–3 weeks. The part only real people can do: switch interviews.
Phases
Frame the switch
Say which switch you want to understand.
Done when: Do you know who switched, from what, to what?
Methods that fit: Write a project brief, Frame research questions, Write an interview script
Switch interviews
Hear the story of the switch, from first thought to first use.
Done when: Have you heard the whole timeline from at least five people who switched?
Methods that fit: Run an interview, Import research data
Jobs and forces
Find the push, pull, anxiety and habit behind each switch.
Done when: Can you state the main job and the forces for and against switching?
Methods that fit: Write jobs to be done, Code the data, Find contradictions, Map a journey
Opportunities
Turn the job into places to help.
Done when: Is there a ranked opportunity the team can act on?
Methods that fit: Map opportunities, Write how-might-we statements, Write a readout
The usual steps
- Write a project brief (Frame the switch)
- Write an interview script (Frame the switch)
- Run an interview (Switch interviews)
- Run an interview (Switch interviews)
- Write jobs to be done (Jobs and forces)
- Map opportunities (Opportunities)
- Write a readout (Opportunities)