Monday 23rd March was the fourth installment of the Sydney chapter of the Jobs to be Done meetup, and the first co-organised by me. That’s right, after so many years of attending meetups I’ve finally stepped up to help Christian keep the ball rolling. As always we were wonderfully and generously hosted by Brainmates who also host and sponsor Product Mavens and Product Talks Sydney. I’ll be getting along to one of those very soon.
JTBD 4 was all about customer interview practice and the particular techniques used in Jobs-to-Done. Like other qualitative interviews it probes for detail but a Jobs-to-Done interview also
- hones in on a participant’s ‘hotspots’
- asks seemingly irrelevant questions, such as what the weather was like that day to not only trigger memories but to stop the interviewee post-rationalising their decisions
- tries to identify each trigger where the participant progressed through a stage of the buying, switching, or leaving journey.
We watched a video of Bob Moesta and Chris Spiek demonstrating the interview technique at Business of Software 2013. Then everyone got a chance to practice interviewing themselves in groups. It was pretty funny and sweet hearing everyone’s stories. Especially from the business owners. Inspiring stuff.
The most fun was the discussion afterwards. We all shared our own experiences and opinions on interviewing etiquette: the art of asking open questions, whether it is OK to ask closed questions, and the trick of leaving a question hanging for the participant to fill the void.
Thanks to all who attended. A guest speaker will be announced very soon for the next event so sign up on Meetup if you haven’t already. See you there!