How does Jobs to be Done method keep subjective opinions from subverting objective insights?

The Jobs-to-be-Done method is akin to a forensic investigation conducted by detectives, wherein the “crime” being investigated is the hiring or firing of a product or service. As such, our goal during the interview is to observe and document specific details about the events—where, when, and in what sequence—events occurred on the way to a decision. In this light, it is appropriate to consider the JTBD practitioners as investigators and users of the product or service as witnesses.

There are several reasons why, when applied correctly, the JTBD method produces objective results rather than subjective explanations.

1. Judgment is Not Subjective

As with any investigative technique, the JTBD process requires investigators to make judgments, such as deciding which specific data is relevant to a particular case. However, judgment is not subjective. Successful investigations require sound judgment, often built on training and experience. These judgments are expected to be objectively grounded on the observations made in the field.

2. Building a Theory of the “Crime” — or the Job

Interviews in the JTBD method are best conducted with two investigators. After each interview, the pair of investigators will debrief and compare notes. This helps the investigators capture the critical data from the interview. As JTBD interviews are conducted sequentially, this post-interview capture process allows the investigators to advance an emergent theory of the Job. Experienced investigators will continue to build this theory, while being extremely careful not to lead the witness, so that the process is kept objective.

3. JTBD is a Structured, Analytic, Data-Driven Process

During the post-interview capture process, investigators codify seemingly soft artifacts—such as product issues, feature applications, experiences, purchases, and emotions—into a structured set of forces that are placed on a timeline. Later, this structured data set will be categorized, clustered, and correlated to hypothesize a causal theory of the Job. This step is useful in eliminating any inconsistencies or noise in the data.

4. Closing in on Causation

Even if an interview leads to a strong Job hypothesis, it still needs to be “back-tested” across our entire corpus. To complete their analysis, investigators must eliminate or explain all remaining inconsistencies in their Job hypothesis. This may require adjustments to their working hypotheses. Sometimes, they may need to revisit earlier interviews and, on rare occasions, re-interview a witness to capture more specific details about a circumstance. By ensuring no anomalies remain, the JTBD method further reduces the likelihood of spurious or subjective judgments.

Perhaps the most crucial aspect is that the JTBD process is effective. With 10-15 interviews put through JTBD’s data analytic framework, we can be well on our way to discovering our customers’ struggles. As a result, the Jobs to be Done method can bring significant improvements in understanding a product’s market segments and required features with a modest investment in the JTBD method.