Product Research

Your Team Shipped 20 Features Last Year. Average Adoption: 18%.

The complete JTBD + ODI + Kano methodology that replaces "I think customers want X" with evidence-based prioritization.

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It's Thursday afternoon. Your product team is in the "prioritization meeting."

Someone pulls up a spreadsheet with 47 feature requests. The VP of Sales has flagged six as "critical" because an enterprise prospect asked for them. Engineering wants to refactor the auth system. The CEO read an article about AI and wants to explore "something with AI."

There's no data on which features would actually move retention. No understanding of which customer problems are underserved. No framework for comparing a compliance feature against a UX improvement.

So the team debates for 90 minutes, the loudest voice wins, and the roadmap gets reshuffled based on gut feel and politics.

Six months later, half those features have single-digit adoption.

40-60%
of features ship to <20% adoption
$360K+
annual engineering waste at a 6-person team
0
features should ship without evidence
The Problem

You're Running a Feature Factory

Feature prioritization without customer evidence is just expensive guessing.

📣

Loudest Voice Wins

The sales team forwards feature requests from prospects. The louder the prospect, the higher the priority. Nobody knows which features actually reduce churn.

💸

Engineering Waste

At a 6-person team making $150K average, 40-60% feature waste means $360K-$540K/year burned on features nobody uses.

🎯

Missed Positioning

Without Kano classification, you don't know which features are table stakes vs. genuine differentiators. Your marketing treats everything the same.

The Solution

A Complete Operating System for Feature Prioritization

Not a blog post about JTBD theory. A complete operating system — methodology, interview scripts, scoring templates, workshop exercises, and synthesis playbooks — that you can deploy this month.

  • Identify jobs customers are hiring your product to do (not just features they request)
  • Conduct rigorous JTBD interviews that reveal motivations, switching triggers, and unmet needs
  • Score opportunities using ODI so you know which jobs are underserved (high importance, low satisfaction)
  • Classify features using Kano so you know must-haves vs. differentiators vs. things nobody cares about
  • Combine JTBD and Kano into a single priority matrix that tells you exactly what to build next
  • Run team workshops that build shared understanding and alignment around customer evidence
  • Synthesize raw research into actionable insights your stakeholders will actually use
What's Included

8 Documents. 160+ Pages. 6 Workshop Exercises.

Everything from interview scripts to scoring templates to facilitation guides.

Complete Methodology Guide (45 pages)

$200 value

JTBD framework (Ulwick + Moesta), ODI opportunity scoring algorithm, Kano classification, and JTBD x Kano integration with combined priority score formula.

JTBD Interview System

$80 value

Complete 40-minute interview script, recruitment email templates, note-taking template, post-interview analysis, and saturation signals.

ODI Opportunity Calculator

$60 value

Outcome statement syntax guide with 20+ examples, survey design template, scoring worksheet, and opportunity landscape plotting. Full worked example with 18 outcomes.

Kano Classification Template

$50 value

Question pair format, classification evaluation table, priority matrix combining Kano category with implementation effort.

6 FigJam/Miro Workshop Exercises

$80 value

Discovery-to-JTBD Mapping, Feature Stickiness to Kano, Churn Drivers to Unmet Jobs, Aha Moments to Delighters, Priority Matrix, and Voice of Customer Wall.

Synthesis Playbook

$70 value

Transcript analysis, job statement extraction, clustering, ODI scoring from qualitative data, combined priority matrix, and slide-by-slide stakeholder presentation guide.

Replication Guide

$40 value

Step-by-step 4-week process for running this system on any product. Prerequisites, file structure, quality checklist, and common mistakes to avoid.

5-Day Quick Start Checklist

$25 value

Your first JTBD x Kano analysis as a day-by-day plan. Prioritized opportunities by Friday.

How It Works

From Customer Interviews to Prioritized Roadmap

The full methodology runs over 3-4 weeks. The Quick Start gets you initial insights in 5 days.

1

Recruit & Interview

Use the recruitment templates and 40-minute interview script to conduct 8-12 JTBD interviews. Capture jobs, switching triggers, and unmet needs.

Week 1 — Interview system
2

Score with ODI

Extract desired outcomes from interviews. Run the ODI survey to measure importance and satisfaction. Calculate opportunity scores to find underserved jobs.

Week 2 — ODI Calculator
3

Classify with Kano

Run the Kano survey on your feature set. Classify each feature as must-have, performance, attractive, indifferent, or reverse. Map against implementation effort.

Week 3 — Kano template
4

Workshop & Synthesize

Run the team workshops to build shared understanding. Combine JTBD and Kano into the unified priority matrix. Build the insights report.

Week 4 — Workshops + Synthesis
5

Present & Prioritize

Use the slide-by-slide guide to present findings to stakeholders. Walk into the next planning meeting with data that changes decisions.

End of sprint — Evidence-based roadmap
Who It's For

Is This Right for You?

This is for you if:

  • You're a PM, product leader, or UX researcher at a B2B SaaS company
  • You've shipped features that got low adoption and want to prevent it
  • Your roadmap is driven by gut feel, sales requests, or executive opinions
  • You want a repeatable system for understanding customer needs
  • You need to justify product decisions to stakeholders with data

This is NOT for you if:

  • You want someone to do the research for you (this is a DIY system)
  • You're pre-product with no existing customers to interview
  • You're looking for a software tool rather than a methodology
  • You only need a quick survey template (the ODI Calculator may suffice)
"We deprioritized 3 features our sales team was pushing for after running the JTBD interviews. Turns out the jobs driving churn were completely different from what sales was hearing. The ODI scoring made this undeniable to leadership."

Head of Product, B2B SaaS

$5M ARR, 40-person team

Get Started

JTBD/Kano Workshop System

One-time purchase. Full team license.

$247

Instant download · 30-day money-back guarantee

  • Complete Methodology Guide (45 pages, JTBD + ODI + Kano)
  • JTBD Interview System (scripts + recruitment templates)
  • ODI Opportunity Calculator (scoring + survey design)
  • Kano Classification Template
  • 6 FigJam/Miro Workshop Exercises
  • Synthesis Playbook (research to insights)
  • Replication Guide (4-week process)
  • 5-Day Quick Start Checklist
Total individual value $605
Get Instant Access — $247

30-day money-back guarantee. No questions asked.

FAQ

Frequently Asked Questions

The system is designed for 8-12 interviews for most B2B SaaS products. You can get initial value from as few as 3-5 interviews. The Interview System includes saturation signals for when to stop.
Yes. The workshop exercises work with existing data — support tickets, sales call notes, NPS feedback, usage analytics. Interviews produce the richest data, but workshops surface insights from whatever evidence you already have.
Ulwick's book explains ODI theory. This system gives you the execution layer: interview scripts, scoring worksheets, Kano integration, workshop exercises, and synthesis playbooks. It also combines Ulwick's quantitative ODI with Moesta's qualitative JTBD.
The Quick Start gets you to initial insights in 5 days (2-hour blocks). The full methodology — interviews, ODI scoring, Kano classification, and synthesis — takes 3-4 weeks. The Replication Guide provides a detailed timeline.
Yes. The framework is vertical-agnostic. The JTBD formula, ODI scoring, and Kano classification work the same way regardless of vertical. All examples use generic B2B SaaS scenarios.

Your Next Roadmap Decision Is Coming Up

You can keep sorting feature requests by "number of times mentioned" and hoping for the best. Or you can build a systematic understanding of what customers actually need. The difference between high-adoption features and feature factories is methodology.

Get Instant Access — $247