How to Dive Deeper into Certain Parts of a JTBD Map

A Challenging One for AI? Repairing a Broken Hip Joint

Professional survey questionnaire developers will tell you that you should limit the amount of time you ask respondents to take on your survey. This is to reduce fatigue, which results in low quality. The challenge is that in Jobs-to-be-Done research we are trying to prioritize a value model, not simply ask a bunch questions that sound interesting. There is a method to the madness.

So how do we find that balance?

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Well, we’re paying these respondents a premium to take a longer survey. These are targeting tools for the front-end of innovation, not consumer preference studies or net promoter surveys. These models are powerful! They require more time and thought than a typical customer satisfaction survey. Period.

However, we still need to find that optimal balance, and 120 c…