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A lack of these can result in greater confusion on what customers really need.
What are Learning (or Strategic) Objectives
This is a quick, low-commitment approach to initial customer immersion.
What is an advice interview?
A statement that helps test our assumptions.
What is a Hypothesis?
A summary of the characteristics, jobs-to-be-done, pain points, and aspirations for a key type of user.
What is a persona?
When conducting VOC, this is how much time should be spent talking.
What is 30%?
This tool defines the steps a customer takes in the purchase process.
What is a journey map?
These allow us to capture the behaviors of our subjects "in the wild"
What are ethnographic observations?
Something believed to be true without validation.
What is an assumption?
Show and tell experiences that uncover hidden insights.
What are contextual interviews?
Obstacles that prevent an individual from realizing their jobs-to-be-done.
What are pain points?
The functional, social, and emotional objectives customers are trying to achieve.
What are jobs-to-be-done?
We use this to quantify the value of eliminating pains or fulfilling aspirations.
What is IFD analysis?