You've been using verbatims all wrong in Jobs-to-be-Done. Yes, You!

Jobs-to-be-Done research requires great story-telling, or it will simply collect dust on the shelf

In traditional Jobs-to-be-Done research, the only time we actually talk to a customer is during qualitative interviews or focus groups. In such a study, if you’re going to collect verbatims - direct quotes from customers - this is the only time you can do it. And this is exactly why they are basically worthless. Disagree? Read on…

As a part of the qualitative process, experienced jobs to be done practitioners build a value model which provides scope to the problem we are studying. It has definitive boundaries and each component of the model (steps) has a handful of performance metrics (needs) that end-users evaluate within the context of the component (the step).

But, the model is not being rated while we develop it. 👈

When we put the model into a survey we are able to capture prioritization ratings which group the respondents into needs-based segments; with each segment of end-users struggling differently than other segments while getting the same job done. A customer struggle is goin…