Doing a bit of research before starting a project can save you from years of building the wrong product. In product design, typical research efforts center around understanding user demographics or personas. At their best, personas are incomplete, missing crucial information about the surrounding context.
Jobs to be done (JTBD) interviews are a powerful user research technique for mapping out the context around a user’s purchasing decisions. They allow you to map out what events and forces influence user behavior. By selecting the right interview candidates and going through the following process, you can do in 10 interviews what would normally take over 1,000 surveys.