Interview Script

1. [3 minutes] Introduction, establishing interview rules and boundaries

2. [10 minutes] Qualifying block

   Here you ask qualifying questions, from which you learn about the psychological characteristics of the respondent and their past experience, to refine job descriptions

3. [20 minutes] Deep dive into the target job (frequent and one-time jobs)

   

• Brief job description

  • [solution] Could you please tell me more about {solution}

  • [expected result] What result do you expect to achieve from using {solution}?

  • [context] In what situations do you usually find yourself when you decide to use {solution} to achieve {expected result}?

  • [trigger] At what point do you usually start to do something to achieve {expected result}?

  • [expected result of higher-level job] Why do you want to achieve {expected result}? In order to what?

    • [to achieve positive emotions in "so that"] how do you want to feel after achieving {expected result of higher-level job}?

  • [avoid negative emotions] what negative emotions, if any, do you feel until you achieve {expected result of high-level job}?

  • [job frequency] How many times a month/year do you use {solution} to achieve {expected result}?

  • [job importance] How important is it for you to achieve {expected result} where 10 is a matter of life and death, concerning the safety of you and your family?

  • Further solution investigation

    • [solution satisfaction] On a scale of 1 to 10, how satisfied were you with how {solution} allowed you to achieve {expected result}, where 10 is perfectly suited, and 1 is not suitable at all.

      • If not 10—what was missing to make it 10?

      • What is the value of {solution} for you?

    • [cost + price/value match] How much did you pay for {solution}? On a scale of 1 to 10, how well does the price of {solution} match its value?

    • [problems] Did you have any issues with {solution} in the context of achieving {expected result}? Did you encounter situations where you couldn't achieve the desired result? [Here we can conduct a full problem interview] if we see that there are many problems]

    • [solution drivers] Was there anything that motivated you to continue using {the solution}?

    • [solution barriers] Was there anything that made you consider stopping using {the solution}?

Target Job Template

• Short description of the target job (=I want):
  • when [trigger+context+past experience+psychological characteristics]
  • want [expected outcome]
  • so that [expected outcome of a higher-level job]
• Importance of performing the job: [job importance]
• Frequency of job execution: [frequency of job execution for frequent jobs]
• Solution that the customer hired for this job: solution name from the [solution and price satisfaction] block
  • Solution Satisfaction: X/10, rating from the [satisfaction with the solution] block
  • Cost + Price-Value correspondence: $$$, X/10, rating from the [solution and price satisfaction] block

  • Problems with the solution: list of problems from the [problems] block, if they exist

  • Drivers to the solution: list of drivers from the [drivers to the solution] block

  • Barriers to the solution: list of barriers from the [barriers to the solution] block

• Low-level jobs + outcome: list of low-level jobs and solutions