After the kickoff call, it’s tempting to dive straight into interviews. But without a clear scope, you risk asking the wrong questions or talking to the wrong people. In this post, we show how to turn early ideas into a focused screener and recruit plan – so your JTBD project delivers real insights.
Janis has been a great collaborator in the process – he set up the Notion board with details about:
- What he has tried previously to grow Explain Ideas Visually
- His thoughts and ideas about what else he might want to add to the course to grow it
- “Competitor” courses that he knows students are using
- Details on revenues/sales to date (omitted from the video below so Janis isn’t sharing this in public)
- Examples of pricing and prior price changes
Within 3-4 days we were able to move from the kickoff call to an agreement about:
- What we were focusing the research on (in this case, people that have signed up for a Visual Idea Course)
- Who we would target from Janis’ student base for our interviews
- What we would ask them to tell us (to screen out the right people to interview)
- How I would expand this research by tapping into the online recruitment platforms
From my perspective it was interesting to see Janis learn more about our process by collaborating on this Notion document. I think I am clear in my own communication, but there’s still a learning journey that clients need to go on to understand how our research works.
How we moved from Kickoff to Research:
Take a look at the video below and see the overview of the process. Hopefully it helps you think about your own business:
- Who are the customers you would want to interview?
- Which competitors are you most interested in learning more about?
- What does your product/service really compete with?
- What is the most important question you need answered to succeed?
What's next?
In the next video I will show you how I have set up the User Interviews recruitment study to identify other people that have purchased courses on Visual Ideas/thinking. Once that’s set up I will post the interviews that we have run with students of these courses and the analysis of each, before we map out the Jobs people are hiring these courses to do for them.
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