product-discovery

JTBD (Jobs to Be Done) validation frames problems around what customers are trying to accomplish, not just their stated needs. Conduct structured interviews to uncover the job, map findings to opportunity priorities, and test assumptions against competitive and user data to drive evidence-based decisions.

Kano analysis classifies features by customer impact—basic needs, performance drivers, and delighters—to prioritize development. Value Proposition Canvas aligns features to customer jobs and pains, showing how your offering reduces friction and delivers value relative to alternatives.

Job stories frame interviews around the context, motivation, and outcome of customer activities rather than generic questions. Guide conversations with open-ended prompts, probe for unmet needs and competing solutions, then synthesize patterns into actionable opportunity maps linked to product strategy.

Competitive intelligence should run parallel to user research to identify market gaps and validate that customer problems are not already solved well. Map competitor positioning against discovered jobs and pain points to sharpen your value proposition and spot underserved opportunities.

Yes. Use JTBD interviews to uncover the core jobs and context, then apply Kano to classify which features and solutions your audience views as must-haves, satisfiers, or unexpected delighters, ensuring prioritization reflects both functional need and customer perception.

Test whether customers perceive the problem as urgent, whether your proposed solution addresses the root job, and whether your value proposition is differentiated against alternatives. Evidence-based assumption testing prevents building features for problems that don't drive behavior or revenue.