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👨‍🔧 Discover jobs to be done

Tap into the minds of your customers and learn desired outcomes with a simple JTBD survey. Build a product that helps them achieve their goals, while reducing possible pain points.

When to use

Discover which jobs and goals your customers are most eager to meet, and help design better solutions based on responses.
Empathize with your customers—understand their needs and emotions to help grow more fruitful, long-lasting relationships.
habits to pull together more powerful solutions to their problems.
Streamline your product vision and align with key stakeholders on which features to build next.


What do you need to plan for, or what decisions do you need to make before you begin [job to be done]?
How many times in the last [time frame] did you look to [job to be done]?
How important is it for you to be able to [insert user job]?
Very important
Very unimportant
What is your biggest challenge, frustration or problem with this [job]?
What would enable you to accomplish this task more effectively?
Successfully completing this task makes/saves the business [blank].
Select an answer below to fill in the blank

🕵️‍♀️ Product Discovery

When to use

Is this problem worth solving? Unlock the answers to key questions to take the next steps in your product discovery process.
Collect competitive intelligence insights to strengthen your product discovery research and shape decision-making.
Build empathy with your audience to identify core issues—then build on better, faster solutions to their problems.
Differentiate necessities from ‘nice-to-haves’ to create a product beautifully moulded to the needs of your customer.


Please explain the problem you face when [scenario or problem space for product]?
What are the implications if you fail to solve the problem?
What have you tried so far?
Option 1
Option 2
What’s missing from what you’ve tried already?
How much are you currently spending to solve the problem?
In your experience of this challenge, what would be the key area you'd look to alleviate first?
Is there anything else you'd consider important to know?

🥅 Identify Customer Goals

When to use

Identify your customers’ primary activities with a quick survey, then turn their feedback into actions for your product strategy.
Discover what problems your users are facing in trying to complete tasks, and what your product can offer to help.
Identify areas of interest in your customer framework, including their activity frequencies, time to complete tasks, and more.
Segment your audience more effectively based on the primary goals your customers want to achieve.
Dive deep into the data and identify primary and secondary goals to shape your product strategy around.

Survey Questions

What are your three most important activities?
Activity 1
Activity 2
Activity 3
Activity 4
What are the activities you spent the most amount of time on [last week]?
What type of work-arounds have you created to help you with this?
Which of the activities do you find add the most value, despite how much time they may take you to complete, and why?
What could be better about how you do this?
How much would you pay for Concept A?

🤠 Validate Product Concepts

This is typically used in concept testing. In concept testing, you present users with a new concept by showing them a descriptive paragraph, prototype, wireframe, video, etc. that illustrates the concept. The user is then asked to rate the concept on certain measures. Over time, you will have a benchmark of past scores (e.g. appeal may average around 55%). When you run a new concept test, you gauge how well the current concept scores against the benchmark (e.g. the new concept got 67% appeal, which is better than benchmark of 55%) NOTE: This is a Likert Scale. Learn more about Likert Scales and how to use them in surveys
. The scales in the responses are just examples and need to be adjusted based on your research needs.


What was your first impression of Concept A?
How appealing is (concept)?
Not at all appealing
Not appealing
Not sure
What are your favorite aspects of Concept A?
What are your least favorite aspects of Concept A?
How often would you use Concept A?
How likely are you to purchase (concept)? Generic English Consumer Feedback, Solution Appeal, Likert Scale
Not at all likely
Not likely
Not sure
Very likely
How much would you pay for Concept A?

When to Use

Validate key decisions early on to save precious time and resources. Concentrate your efforts in the right direction to create the right products for your users.
Quickly turn ideation into validation. Learn which product aspects are hitting the mark with your target audience.
Test concepts and ideas ahead of time to determine which ones add real value for your users.
Gauge expectations towards proposals to certify you’re on the right track for launching.
Fuel your future efforts in the right direction with your Product team, based on feedback that matters.

🐸 Continuous Feedback Template

The Net Promoter Score (NPS) is a measure of the likelihood of your customers to
recommend your product or service to their friends, colleagues and others in their
network. General rule of thumb is to only ask one follow-up question.


How likely is it that you will recommend our (product / company) to a friend or colleague?
Activity 1
Activity 2
Activity 3
How would you rate our (product / service) on a scale of 1 - 10?
How would you rate your overall experience on our site today?
Does this page meet your expectations?
Does this page contain the information you were looking for?
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