Are Jobs-to-be-Done Interviews Relevant in an AI World?

How ChatGPT has revolutionized the way I do qualitative research

As artificial intelligence (AI) continues to advance and disrupt industries worldwide, it raises questions about the relevance of traditional qualitative research methods like Jobs-to-be-Done (JTBD) interviews. While many researchers and practitioners have benefited from the insights provided by these interviews, there are concerns that they can be time-consuming, expensive, and biased. As a result, some argue that we should shift our focus towards more quantitative research methods. In this blog post, we will explore the ongoing relevance of JTBD interviews in an AI-driven world and consider the advantages of combining qualitative and quantitative research.

JTBD Interviews in an AI World

Jobs-to-be-Done is a framework that focuses on understanding the underlying goals and objectives of customers to develop the data that points to value gaps in the market so we can create products and services that cater to their needs effectively. JTBD interviews have been a crucial part of this proces…