Not sure which one to run?
These six are the questions. Start instead from what is actually going wrong, and the right interview follows from the symptom.
No-Decision (Status Quo) Interviews
Why people who have the struggle still chose to stay put — and what would have to change for them to act. In B2B this is usually your largest competitor.
- Demand generation
- Messaging & positioning
- Market barriers
Switching Interviews
What actually drove someone to fire what they were using and hire you instead — the trigger, the timeline, and why you won.
- Acquisition strategy
- Positioning & messaging
- Competitive insights
Adoption (Product Use) Interviews
How customers onboard, where they hit friction, and what sits between buying and actually realising the value they bought.
- Onboarding optimisation
- Activation
- Feature adoption
Expansion Interviews
Why customers upgrade, add seats, or buy the second product — and what makes deeper investment feel obvious rather than risky.
- Expansion strategy
- Upsell / cross-sell
- Product roadmap
Firing (Churn) Interviews
Why customers stopped, and when the decision was actually made — usually months before the usage data showed it.
- Reduce churn
- Improve retention
- Product roadmap
Core Jobs Interviews
The progress customers are trying to make — functional, emotional, and social. Not a moment on the timeline. The thing that defines the market the other five happen inside.
- Market & segment definition
- Value proposition
- Messaging framework
Buying more than one?
Every guide is $19 on its own. All six, with the full question pool and a printable PDF for each, is $79. One payment, no account to create. Bundles are not refundable.
Learn the method behind the questions
The guides give you the questions. The courses teach the Wheel of Progress® framework, so you can identify the twelve elements of customer progress in what people tell you, including the struggling moment that started the search, the six motivational forces that pushed, pulled or held them back, and the hiring/firing moment when they finally chose.
Customer JTBD Foundations (B2B)
The full method, worked through a cybersecurity buying decision with four stakeholders and four different jobs.
Preview the B2B course →Customer JTBD Foundations (B2C)
The same method, worked through a consumer mindfulness app where progress looks different for each person.
Preview the B2C course →