Uncovering Customer Insights Using JTBD with Aggelos Mouzakitis
Better Done Than Perfect
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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