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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»
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Good afternoon, please tell us briefly about your role in the company
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Navigating to jobs + Qualifying block
[In B2B JTBD interviews for discovering a customer segment, we focus not only on finding out about the job, but also on studying the company's features, the specific person's past experience, the company's past experience, goals—everything in order to identify segments and enrich job descriptions with these details]
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Questions to clarify an employee's goals
From the answers to the questions in this block, you will learn about the goals, i.e. the high-level jobs that the employee does while working in this company. The goal is to identify priorities — to define segments for which performing the jobs you are studying has a stronger impact on achieving goals than for others
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Please tell me what goals you have in the company
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Please tell me about the top 5 important areas/tasks that you constantly work on and that help you achieve the goals that you just listed?
From the answer to this question, you will learn about ALL the top jobs, not just the ones you studied. Our goal is to find out if the jobs we learned about in the question about how the client performs the %job hypothesis% are in the top 5 in terms of impact on goals or not. This will lead to the importance of jobs
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Let's allocate % of your resources to these areas and % of your attention
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Please tell me how you do the %job hypothesis%? for example, 'Can you please explain how and what type of training you purchase for your employees?' or 'Can you please describe how you plan for construction and calculate the costs of building?'
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After studying the goals and jobs, your task is to understand whether performing the jobs that you learned from the answer to the question "Please tell me how you do the %job hypothesis%" are among the top 5 tasks
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IF YOU DIDN'T HEAR THE JOBS YOU LEARNED FROM THE QUESTION "HOW DO YOU DO %JOB HYPOTHESIS% IN THE TOP 5 IMPORTANT AREAS/TASKS": Please tell me, you mentioned that you do XXXX, YYYYY, ZZZZ [taking from the answers to this question], does any of this significantly affect the achievement of your goals? If yes, let's adjust the priorities you just mentioned
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Questions related to understanding the decision-making process for purchasing:
These are questions to determine who the decision-makers are, how they make decisions, and what the approval process is like
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Whose personal task or problem is this on the client's side?
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Who makes the final decision?
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Who else needs to approve the purchase? In what order?
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About budget:
Understanding the budget is extremely important for making a sale. This line of questioning helps to uncover how the budget is spent, and under what conditions. You might be surprised at how often you'll need to ask about the budget.
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How much is allocated for %job hypothesis%? Why is that amount chosen?
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How is the decision typically made to spend money from the budget on %job hypothesis%?
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What budget is available under what conditions?
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Recommenders
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Are there any people who have previously worked on %job hypothesis% and who typically offer recommendations?
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Who do people usually turn to, either inside or outside the company, to request recommendations for contractors/products when working on %job hypothesis%?
Job Hypothesis
Here we ask directly about the hypotheses of lower-level jobs than the one in the first question of this block
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Discovering jobs
You conduct such blocks in the interview for as long as you have time, digging into the jobs you learned from the answers to the questions from the previous block
- Brief job description
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[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%
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[trigger+context] What work situation or internal need led you to start making the %solution%?
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[expected result] What result did you want to achieve?
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[impact on business outcome] What business result were you trying to achieve when you made the %solution% based on %trigger+context% in order to get %expected result%? If possible, can you give the result in terms of dollars or rubles? For example, "What business result were you trying to achieve when your current campaigns were not performing well and there was a risk that you would not meet your procurement goals, so your employee followed a stable and predictable process for generating and validating creatives to get high-converting creatives?" The answer to this question leads to a connection with a higher-level job OR an impact on one of the employee's main goals
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[desired emotional transformation/problems] how would you like to feel from getting this result? In a B2B interview respondents may tell you that they didn't want to feel anything and had no emotions because it's just business, and that's normal.
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[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?
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[job frequency][For cyclic jobs only] How many times a month/year do you do the %solution%?
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[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
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[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
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[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
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[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%
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[trigger+context] What work situation or internal need led you to start making the %solution%?
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[expected result] What result did you want to achieve?
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[impact on business outcome] What business result were you trying to achieve when you made the %solution% based on %trigger+context% in order to get %expected result%? If possible, can you give the result in terms of dollars or rubles? For example, "What business result were you trying to achieve when your current campaigns were not performing well and there was a risk that you would not meet your procurement goals, so your employee followed a stable and predictable process for generating and validating creatives to get high-converting creatives?" The answer to this question leads to a connection with a higher-level job OR an impact on one of the employee's main goals
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[desired emotional transformation/problems] how would you like to feel from getting this result? In a B2B interview respondents may tell you that they didn't want to feel anything and had no emotions because it's just business, and that's normal
- [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 do the %solution%?
- [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
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Do you know someone who solves the same needs? Can you introduce me to him/her?