Mastering Jobs-to-be-Done Interviews for Effective Customer Insights

By Philip Burgess | UX Research Leader

Understanding why customers choose a product or service is key to creating solutions that truly meet their needs. Jobs-to-be-Done (JTBD) interviews offer a powerful way to uncover these motivations by focusing on the tasks customers want to accomplish. This method goes beyond traditional surveys or focus groups by exploring the underlying reasons behind customer behavior.

JTBD interviews help businesses discover what drives customer decisions, revealing opportunities for innovation and improvement. This post explains how to conduct these interviews effectively and use the insights to build better products and services.

Taking detailed notes during a Jobs-to-be-Done interview

What Are Jobs-to-be-Done Interviews?

Jobs-to-be-Done interviews focus on understanding the "job" a customer hires a product or service to do. Instead of asking what features customers want, these interviews explore the context, motivations, and desired outcomes behind their choices.

For example, a person might buy a drill not because they want a drill itself, but because they want to make a hole in the wall. The "job" is making the hole, and the drill is just the tool to get it done. JTBD interviews dig into these real needs and the circumstances that shape them.

Preparing for JTBD Interviews

Preparation is crucial for successful JTBD interviews. Here are some key steps:

• Define the job clearly: Know which customer job you want to explore. It could be a task, goal, or problem your product aims to solve.

• Select the right participants: Choose customers who have recently hired a product or service for that job. Recent experiences provide clearer insights.

• Create open-ended questions: Avoid yes/no questions. Instead, ask about the situation, what triggered the need, and how they went about solving it.

• Plan for storytelling: Encourage interviewees to share stories about their experiences. Stories reveal emotions and context that simple answers miss.

  
  

Conducting the Interview

During the interview, focus on listening and guiding the conversation without leading it. Use these techniques:

• Start with context: Ask about the situation that led to the job. For example, "Can you tell me about the last time you needed to [job]?"

• Explore the process: Find out what steps they took, what alternatives they considered, and what challenges they faced.

• Identify outcomes: Ask what a successful result looked like and what frustrations or obstacles appeared.

• Probe for emotions: Understanding feelings helps reveal hidden needs and priorities.

  
  

Avoid pitching your product or interrupting. The goal is to understand the customer's perspective fully.

Analyzing JTBD Interview Data

After collecting interview data, look for patterns and themes that reveal the core job and related needs. Here’s how to analyze effectively:

• Group similar stories: Cluster responses that describe the same job or outcome.

• Identify triggers: What events or problems caused the customer to seek a solution?

• Highlight struggles: Note common frustrations or barriers customers encountered.

• Map desired outcomes: What do customers want to achieve beyond just completing the job?

  
  

This analysis helps create a clear picture of the job and how well current solutions meet it.

Visual mapping of Jobs-to-be-Done interview findings on a whiteboard

Using JTBD Insights to Improve Products

Once you understand the job and customer needs, use these insights to guide product development:

• Focus on outcomes: Design features that help customers achieve their desired results more easily.

• Address pain points: Solve common frustrations uncovered during interviews.

• Explore new opportunities: Identify unmet needs or alternative jobs customers want to get done.

• Test assumptions: Use JTBD findings to validate ideas before investing in development.

  
  

For example, a company that learned customers struggled with complicated setup might simplify onboarding or offer better support resources.

Tips for Successful JTBD Interviews

• Be patient and curious: Customers may need time to recall details. Encourage them gently.

• Record interviews: With permission, recording helps capture nuances for later review.

• Avoid jargon: Use simple language to keep the conversation natural.

• Practice active listening: Reflect back what you hear to confirm understanding.

• Follow up: Sometimes a second conversation uncovers deeper insights.

  
  

Final Thoughts on JTBD Interviews

Jobs-to-be-Done interviews reveal the real reasons customers choose products and services. By focusing on the job rather than the product, businesses gain clear guidance on how to improve and innovate. The process requires careful preparation, skilled interviewing, and thoughtful analysis, but the payoff is a stronger connection to customer needs.

Start by identifying a key job your product supports, then talk to customers who recently hired a solution for that job. Use their stories to uncover what works, what doesn’t, and what could be better. This approach leads to products that truly fit customer lives and stand out in the market.