BDTP. Uncovering Customer Insights Using JTBD with Aggelos Mouzakitis
UI Breakfast: UI/UX Design and Product Strategy
The Switch Interview
There are different types of interviews they recommend. The one to uncover purchasing decisions is the so-called Switch interview. In your case, you were speaking to successful customers. Is there any difference in questioning from somebody who just switched and you were trying to uncover how a person is using a tool? Because these are slightly different use cases.
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