Interview script

1. Getting to know each other, setting the rules and boundaries of the interview

   To learn about this block, read the chapter How to Conduct an Interview, and soon I will write a chapter on «How to Establish Emotional Contact»

2. Qualifying block

   Here you ask Qualifying questions, from which you learn the psychological characteristics of the respondent and their past experiences to clarify job descriptions

3. Navigating to jobs

   [In this interview we are interested in the low-level jobs. We proceed to the JTBD-interview for product search after we have selected a segment in the JTBD-research for the segment search. The scale of the jobs we are interested in is measured in minutes, hours, days and rarely weeks. To find those jobs, we first have to find the solutions a person hires for low-level jobs, and to do that we ask]

   • Please tell us how your typical day and week was organized when you were solving %high-level job%? → the respondent explains the history of solution application with a lot of details

   • Have you done %hypothesis of low-level job%? You can prepare your list of hypotheses of jobs and go over your list of hypotheses with this question, but please only ask this question after the previous open-ended questions, as your hypotheses may not be complete

4. Discovering Jobs

   • Brief job description [you can have as many of such blocks as you can in your interview depending on your time]

     • [solution] [here we take one of the solutions that a respondent described in the "Navigation to jobs" block] please tell me more about the %solution%

     • [trigger+context] what life situation or inner need led you to start doing %solution%?

     • [expected result] What result did you want to achieve?

     • [higher lever job] Why do you want to get that result?

     • [job importance] How important was it to you when %trigger+context% to get the %expected outcome% to %desired emotional transformation% on a 10-point scale, where 10-care for your own safety and the safety of your loved ones / a life and death question?, for example: «How important was it to you for your girlfriend to see the apartment after the realtor called you to say the apartment was about to go away so you could finally get relief that the apartment would be found on a 10-point scale, where 10-care for your safety and the safety of your loved ones / a matter of life and death?»

     • [low-level jobs+solutions] [dig into low-level jobs ONLY if you are sure that this high-level job will be of interest to you] Please tell me in detail what you did for this?

     • [job frequency] [For cyclic jobs only] How many times a month/year do you solve your need?

     • [price of solutions and price satisfaction] How much did you pay for the solution? Rate on a 10-point scale how the price corresponded to the value.

     • [satisfaction with the solution] On a scale of 10, how satisfied you are with this decision, where 10 is perfect and 1 is not at all.

     • [problems] Have you had any problems with %solution%? Have you had problems with not being able to get the results you wanted? [here we can do a full-fledged problem interview if we see that there are a lot of problems]

   • Brief job description [you can have as many of such blocks as you can in your interview depending on your time]

     • [solution] [here we take one of the solutions that a respondent described in the "Navigation to jobs" block] please tell me more about the %solution%

     • [trigger+context] what life situation or inner need led you to start doing %solution%?

     • [expected result] What result did you want to achieve?

     • [higher lever job] Why do you want to get that result?

     • [job importance] How important was it to you when %trigger+context% to get the %expected outcome% to %desired emotional transformation% on a 10-point scale, where 10-care for your own safety and the safety of your loved ones / a life and death question?, for example: «How important was it to you for your girlfriend to see the apartment after the realtor called you to say the apartment was about to go away so you could finally get relief that the apartment would be found on a 10-point scale, where 10-care for your safety and the safety of your loved ones / a matter of life and death?»

     • [low-level jobs+solutions] [dig into low-level jobs ONLY if you are sure that this high-level job will be of interest to you] Please tell me in detail what you did for this?

     • [job frequency] [For cyclic jobs only] How many times a month/year do you solve your need?

     • [price of solutions and price satisfaction] How much did you pay for the solution? Rate on a 10-point scale how the price corresponded to the value.

     • [satisfaction with the solution] On a scale of 10, how satisfied you are with this decision, where 10 is perfect and 1 is not at all.

     • [problems] Have you had any problems with %solution%? Have you had problems with not being able to get the results you wanted? [here we can do a full-fledged problem interview if we see that there are a lot of problems]

   • Brief job description [you can have as many of such blocks as you can in your interview depending on your time]

     • [solution] [here we take one of the solutions that a respondent described in the "Navigation to jobs" block] please tell me more about the %solution%

     • [trigger+context] what life situation or inner need led you to start doing %solution%?

     • [expected result] What result did you want to achieve?

     • [higher lever job] Why do you want to get that result?

     • [job importance] How important was it to you when %trigger+context% to get the %expected outcome% to %desired emotional transformation% on a 10-point scale, where 10-care for your own safety and the safety of your loved ones / a life and death question?, for example: «How important was it to you for your girlfriend to see the apartment after the realtor called you to say the apartment was about to go away so you could finally get relief that the apartment would be found on a 10-point scale, where 10-care for your safety and the safety of your loved ones / a matter of life and death?»

     • [low-level jobs+solutions] [dig into low-level jobs ONLY if you are sure that this high-level job will be of interest to you] Please tell me in detail what you did for this?

     • [job frequency] [For cyclic jobs only] How many times a month/year do you solve your need?

     • [price of solutions and price satisfaction] How much did you pay for the solution? Rate on a 10-point scale how the price corresponded to the value.

     • [satisfaction with the solution] On a scale of 10, how satisfied you are with this decision, where 10 is perfect and 1 is not at all.

     • [problems] Have you had any problems with %solution%? Have you had problems with not being able to get the results you wanted? [here we can do a full-fledged problem interview if we see that there are a lot of problems]

   • Brief job description [you can have as many of such blocks as you can in your interview depending on your time]

   1. Do you know someone who solves the same needs? Can you introduce me to him/her?