Moesta: JTBD research is based on criminal and intelligence interrogation
Bob Moesta · The ultimate guide to JTBD | Bob Moesta (co-creator of the framework) · Aug 24, 2023 · at 17:48
Jobs to Be Done co-creator Bob Moesta describes the origin and mechanics of his customer interview methodology.
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“The method itself is not based on traditional research or market research, asking people what it is. It's actually based on criminal and intelligence interrogation about telling me the story about how you decided today's the day I bought a house or today's the day I bought a, you know, I went back to school.”
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