This list of customer interview questions for [[Jobs-to-be-done]] was originally created by [[Alan Klement]], with help from [[David Wu]], to help uncover the moment of struggle and first thoughts that led the customer to purchasing a (or your) product. These aren’t a definitive list of questions, but rather a good starting point at conducting an effective interview. ## The Point of Purchase Break the ice by discussing the point of purchase. It’s something everyone can relate to, and is likely what the person you’re talking to expects. This line of questions also helps customers remember—and get used to the feeling of remembering, which will be helpful later in the interview. #### Questions 1. When did you purchase the product? 2. Where were you? 3. What time of day was it? (daytime/nighttime?) 4. What was the weather like? 5. Was anyone else with you at the time? 6. How did you purchase the product? 7. Did you buy anything at the same time? ## Finding the first thought Finding the first thought helps us build a timeline of events the customer encountered on their journey towards the purchase. Focus on moments that caused them to realize their current way of solving their problem(s) wasn’t working well, or when they decided to look for a better way. #### Questions 1. When did you first realize you [needed something to solve your problem]? 2. Where were you? 3. Were you with someone? 4. What were you doing, or trying to do when this happened? ## Building the consideration set The consideration set is what happened in the space the space between their first thought (realizing the need or desire) and actual purchase. [[David Wu]] describes the consideration set as, “a prioritized understanding of the purchase options someone weighs before making a purchase decision. It’s prioritized because we all make ‘trade-offs’ when we purchase.” What a person says they want (their stated preference) is often different from what they actually chose when making a purchase. Together these all become part of their consideration set. This is a great way to learn about the customer’s passive looking, deciding, and consuming behaviors. #### Questions 1. Tell me about how you looked for a product to solve your problem. 2. What kind of solutions did you try? Or not try? Why or why not? ## Be curious about emotion Emotions are tricky, and should be taken with a grain of salt. People rarely remember or understand why they did something. As [[Alan Klement]] puts it, “[People] usually rewrite their memory into a story that flatters themselves.” #### Questions 1. Did you ask anyone else about what they thought about the purchase you were about to make? 2. What was the conversation like when you talked about purchasing the product with your [spouse|friend|parents]? 3. Before you purchased did you imagine what using the product would be like? Where were you when you were thinking this? 4. Did you have any anxiety about the purchase? Did you hear something about the product that made you nervous? What was it? Why did it make you nervous? --- ## References [[Alan Klement]]. “A Script to Kickstart Interviews about Someone’s Jobs to Be Done.” *Medium*, 14 Apr. 2014, [jtbd.info/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7](http://jtbd.info/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7). Accessed 5 Nov. 2014. [[David Wu]]. “‘If They Don’t Ask about the Price It’s Absolute Bunk.’” *Medium*, 20 Feb. 2014, [medium.com/@marksweep/if-they-dont-ask-about-the-price-its-absolute-bunk-7b2c4183ff32](http://medium.com/@marksweep/if-they-dont-ask-about-the-price-its-absolute-bunk-7b2c4183ff32). Accessed 15 Apr. 2021.