Knowing what customers really need is the secret to building products and campaigns that resonate. This toolkit equips you with scripts, templates, and boards for running structured customer interviews and synthesizing the results into actionable insights. Based on Jobs-to-Be-Done (JTBD) theory, it helps you move past surface-level feedback and uncover the deeper motivations driving behavior.
What’s included:
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Interview and survey scripts tailored for discovery, retention, and churn analysis.
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Note-taking and tagging templates for consistency.
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Affinity mapping boards to group insights visually.
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Persona and JTBD canvas templates to summarize findings.
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Opportunity prioritization frameworks to identify the best ideas to pursue.
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An executive summary one-pager template to present findings.
By using this toolkit, you’ll cut through guesswork, gain clarity on customer pain points, and build solutions that people actually want.
