https://myles-innovation.com/tags/qualitative-research/Recent content in Qualitative Research on MYLES — Strategy & Innovation ConsultingHugoenSun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-interview-guide/Sun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-interview-guide/<h2 id="why-most-customer-interviews-produce-useless-data">Why Most Customer Interviews Produce Useless Data</h2> <p>Your team runs customer interviews. You hear phrases like &ldquo;it would be great if&hellip;&rdquo; and &ldquo;we really need a way to&hellip;&rdquo; and &ldquo;our biggest pain point is&hellip;&rdquo; You diligently record these insights, synthesize them into themes, and feed them into your product roadmap.</p> <p>And then you build the features, launch them, and discover that adoption is lukewarm.</p> <p>The problem is not that you talked to the wrong customers. The problem is that you asked questions designed to extract feature requests when you should have been asking questions designed to extract desired outcomes. Traditional customer interviews are solution-oriented — they probe what customers want in a product. JTBD interviews are outcome-oriented — they probe what customers are trying to accomplish and how they measure success.</p>