Practitioner pattern · Daphne Tideman (Sells growth consulting built around jobs-to-be-done research)
Pay for interviews with people using other solutions, hiding the right answer in a list
Unknownvalidationonboarding
What they did
Recruit people who solve the same job with other solutions via userinterviews.com or respondent.io. Screener: ask which of several pain points apply, mixing in bogus options instead of a yes/no question so people cannot guess the right answer. In the interview, confirm their job, current solutions, likes/dislikes and where they looked for alternatives; later, run think-aloud tests of your onboarding to find hesitations. Also ask existing users what nearly stopped them signing up and what questions friends asked when they recommended it.
In their words
Sub Club by RevenueCat · Boost Conversion and Retention with Jobs to Be Done — Daphne Tideman, Growth Advisor“use a platform like that to recruit users who have used similar solutions in solving the job to be done and then asking them a question about, okay, which of these is a pain point for you? And just give them a load of bogus options in there”
“I ask them, "What questions did they ask you?"”
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