The research blocks
- Big Job — the progress a customer seeks in a particular context.
- Higher Order Job — the wider purpose that progress serves.
- Future State Outcomes — the change the customer wants to achieve.
- Context — the situation in which the task arises.
- Trigger — events and constraints that make change relevant.
- Forces Diagram — push, pull, anxiety, and habit around a switch.
- Small Jobs — the work involved in planning, acting, and evaluating.
- Outcome Metrics — criteria for judging the desired result.
- Competing Solutions — direct alternatives and indirect work
arounds. - Discovery Channels — how people encountered the solutions they considered.
- Verbatim Evidence — interview excerpts to examine alongside the findings.
Follow the choice across alternatives.
Customers may compare your product with a spreadsheet, a manual process, a specialist, another product, or simply leaving things as they are.
Productobe brings these alternatives into the analysis, including what a participant valued and where a solution fell short. The comparison starts from the customer’s account of their own experience.
Illustrative workflow · Fictional material, not a product screenshot
Keep the excerpt connected to the draft
Transcript excerpt
“When a request gets stuck, we ask in chat because the owner is unclear.”
Structure to inspect
Possible job: find who can move the request forward. Context: a stalled request. Possible force: uncertainty about ownership. Check these interpretations against the full interview.
Across conversations
Group similar ownership questions while retaining differences and links to the original excerpts. A repeated phrase alone is not a validated finding.
Working draft
Use the reviewed group to draft a product-strategy question: should the next test make request ownership explicit? The team checks the evidence and decides what to use.
From transcript to working material
- Add interview transcripts to a workspace.
- Review the structured jobs, context, forces, outcomes, and supporting excerpts.
- Group related jobs and patterns across interviews, keeping differences visible.
- Develop product-strategy documents and product-page drafts from the organized findings.
Review generated findings against the original interviews. AI-assisted analysis can miss context or make an incorrect inference; your team decides which conclusions the evidence supports.
Use the platform or work with a research team.
Productobe