JTBD Interview Guide
Your Mindset: Be a Journalist, Not a Salesperson
Your primary objective is to get the customer to tell you a story about their journey. You are a curious investigator, not a solution-pitcher. This guide is not a script to be read, but a map to help you navigate the conversation. For the underlying theory, read the JTBD Framework overview. To build the team culture that makes candid interviews possible, see the Psychological Safety Conversation Starters.
Listen 90% of the Time
Your most powerful tool is silence. Let them fill it.
Focus on the Past
People are experts on what they *did*, not what they *will do*.
Dig for Specifics
Avoid generalizations. Ask “when was the last time?”
The Framework: Listen for the Four Forces of Progress
As they talk, map their story to these forces. This will help you understand the physics of their decision.
🚀 The Push of the Situation
The pain in their current situation that is pushing them to seek a change. The “enough is enough” moment.
🧲 The Pull of the New Solution
The vision of a better life or outcome that is pulling them toward something new. The dream of a better way.
😟 The Anxiety of the New
The fears or uncertainties about your solution (or any new solution) that are holding them back. “What if…?”
🔄 The Habit of the Present
The comfort, familiarity, or routines in their current situation that are keeping them stuck. The magnetic pull of the status quo.
Key Questions to Uncover the Story
(For customers who have already purchased)
Pro-Tips for the Interview
The 5 Whys
When you get an interesting answer, ask “Why was that important?” multiple times to get to the root emotional driver.
Avoid Hypotheticals
Don’t ask “What would you want?” Instead, ask “What have you done?” Focus on past actions, not future wishes.
Embrace the Silence
Don’t be afraid to pause after they answer. They will often fill the silence with more valuable, unprompted information.
Record It (with permission)
You can’t possibly capture everything in real-time. Recording the call allows you to focus completely on the conversation. After your interviews, revisit the JTBD Framework to map your findings to the Four Forces model.
🔗 Related Resources
Deepen your customer understanding with these complementary tools.
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🎯 JTBD Framework Overview
Understand the Four Forces model and the theory behind why customers switch—before you run your interviews.
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🛡️ Psychological Safety Conversation Starters
Build internal trust so your team can have the honest, vulnerable conversations that produce real JTBD insights.