JTBD Extraction from Interviews

Analyze interview transcripts using the Jobs to Be Done framework to understand why people make changes.

When to Use

When analyzing customer interviews to understand decision-making and switching behavior.

The Framework

JTBD breaks decisions into four forces:

Force	What it captures	How to phrase
Pushes	Pain with current situation	"When..." statements
Pulls	Desired outcomes	"So I can..." or "So I don't..."
Habits	Comfort with status quo	"When..." (positive aspects)
Anxieties	Fears about change	Questions or concerns

The Process

1. Read the transcript looking for moments of change or decision

2. Extract statements for each force:

   • Pushes: "When I'm not listened to..."
   • Pulls: "So I can work with someone who trusts me..."
   • Habits: "When I really like my current community..."
   • Anxieties: "Can this really be fixed?"

3. Capture context:

   • Current situation
   • Job/role
   • Key challenges

4. Synthesize insights:

   • What's driving potential change?
   • What's holding them back?
   • What outcome do they really want?

Output Format

Provide:

• Context summary
• Pushes (list)
• Pulls (list)
• Habits (list)
• Anxieties (list)
• Key insights about decision-making

When Not to Use

Do not use this skill when the request is unrelated, low-stakes, or better handled by a simpler direct response.