Jobs to Be Done Template for User Research

Start with 8-12 interviews across your target segment. You will see patterns emerge after 5-6 interviews. If you are hearing new jobs and outcomes after 12 interviews, expand the sample. If the same themes keep repeating, you have reached saturation. Focus interviews on customers who recently switched to or from your product, as they remember the forces that drove their decision most clearly.

[User personas](/templates/user-persona-template) describe who the customer is (demographics, behaviors, goals). JTBD describes what the customer is trying to accomplish regardless of who they are. A VP of Engineering and a solo developer might have the same job ("ship reliable code faster") but very different personas. JTBD is situation-based, not identity-based. Use both: personas for empathy and communication, JTBD for product strategy and prioritization.

Calculate opportunity scores for each desired outcome (Importance + max(Importance - Satisfaction, 0)). Outcomes scoring above 12 are underserved and worth targeting. Then filter by your product's ability to address the outcome. A high-opportunity outcome that requires capabilities you cannot build in 6 months is less actionable than a moderate-opportunity outcome you can ship next quarter. The [RICE Calculator](/tools/rice-calculator) helps you score features that address specific outcomes.

JTBD works for both. For existing products, interview customers who recently churned and ask what job they hired your product to do and where it fell short. Interview power users and ask what job they would lose the ability to do if your product disappeared. For new products, interview people who are doing the job today with workarounds, competitors, or manual processes. The framework applies at every stage of the product lifecycle.