By name: jtbd-extraction description: Analyze interviews using Jobs to Be Done framework. Extract push, pull, anxiety, and habit forces.
JTBD Extraction from Interviews
Analyze interview transcripts using the Jobs to Be Done framework to understand why people make changes.
When to Use
When analyzing customer interviews to understand decision-making and switching behavior.
The Framework
JTBD breaks decisions into four forces:
| Force | What it captures | How to phrase |
|---|---|---|
| Pushes | Pain with current situation | "When..." statements |
| Pulls | Desired outcomes | "So I can..." or "So I don't..." |
| Habits | Comfort with status quo | "When..." (positive aspects) |
| Anxieties | Fears about change | Questions or concerns |
The Process
Read the transcript looking for moments of change or decision
Extract statements for each force:
- Pushes: "When I'm not listened to..."
- Pulls: "So I can work with someone who trusts me..."
- Habits: "When I really like my current community..."
- Anxieties: "Can this really be fixed?"
Capture context:
- Current situation
- Job/role
- Key challenges
Synthesize insights:
- What's driving potential change?
- What's holding them back?
- What outcome do they really want?
Output Format
Provide:
- Context summary
- Pushes (list)
- Pulls (list)
- Habits (list)
- Anxieties (list)
- Key insights about decision-making
When Not to Use
Do not use this skill when the request is unrelated, low-stakes, or better handled by a simpler direct response.