Jobs-to-be-done interview brief
Reconstruct real switching decisions to understand why people abandon one approach for another.
Product discovery · 45 min · Advanced · 13 questions
Recruitment and timeline
What recent change should a participant have made to qualify for the interview?
What event first made the person consider changing their existing approach?
When did the person begin actively searching for a change?
What happened at the moment of choice?
What happened during the first use of the chosen solution?
How did the person evaluate the choice later?
Who influenced the switching decision?
Who approved the switching decision?
Who could have blocked the switch?
Forces and desired progress
What made the previous approach stop working for them?
What attracted them to the chosen solution?
What nearly prevented the switch?
How will the interviewer separate remembered events from explanations added later?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to reconstruct real switching decisions to understand why people abandon one approach for another.
Best used as: Research plan
- Category
- Product discovery
- Discussion time
- 45 minutes
- Depth
- Advanced
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Research plan
- Design roles
- UX researcher
- Audience
- Product designersUX and UI designersProduct managersDesign leads
- Platforms
- Cross-platform
- Company type
- StartupB2BB2C
- Product stage
- Early-stageGrowthMature product
- Tags
- product-discoveryjobs-to-be-done-interviewresearch-and-evaluationswitching-researchpositioning-evidenceretention-research