Research Methodology
The 4 Phases of a JTBD Switch Interview
Uncover the real story behind customer decisions.
Phase 1: First Thought
What made them realize the old way wasn't working?
01
Phase 2: Passive Looking
What alternatives did they start paying attention to?
02
Phase 3: Active Looking
What options did they seriously consider?
03
Phase 4: Switch
What was the final push that made them commit?
04
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