These prompts support the JTBD Switch Interview method from Bob Moesta’s Demand-Side Sales framework. They accelerate preparation and analysis — the interview itself remains human-led. No prompt replaces the ability to read emotional energy, use contrast questions, or “play dumb” at the right moment.
Prompt 1: Switch Interview timeline framework
You are a senior product researcher preparing a JTBD Switch Interview based on Bob Moesta's Demand-Side Sales framework.
Context:
- Product/service: [describe your product]
- Decision to study: [sign-up / purchase / upgrade / switch from competitor / cancellation]
- Target participant: [who made this decision recently]
- Session length: 30-45 minutes
Create a Switch Interview framework with:
1. Opening script (documentary tone, no right/wrong answers, ask for names of key people)
2. Six buying timeline stages, each with:
- Stage name (First thought / Passive looking / Active looking / Deciding / Onboarding / Ongoing use)
- 2-3 starter questions
- Probing techniques (contrast, bracketing, five whys, unpacking vague words, energy tracking)
- Which force (F1 push / F2 pull / F3 anxiety / F4 habit) each question surfaces
3. Closing: "Is there anything about this decision I should have asked?"
Rules:
- All questions about real past events, not hypothetical
- At least one contrast question per stage
- Conversational languagePrompt 2: Screening criteria for hirers and firers
I need participants for a JTBD Switch Interview about [decision type].
Context:
- Product: [describe product]
- Decision: [sign-up / switch / cancellation]
- Timeframe: last [30-90] days
- Need: roughly equal "hirers" (chose product) and "firers" (left product)
Write a screening questionnaire (8-10 questions) that:
1. Confirms recent decision (within timeframe)
2. Verifies decision-maker role
3. Separates hirers from firers
4. Filters: bulk deals, referral pressure, internal employees
5. Includes one open-ended question about what prompted the decision
6. Does not reveal qualifying answers
7. Ends with availability and recording consent
Include scoring guide.Prompt 3: Four forces analysis and job story extraction
I completed [N] JTBD Switch Interviews about [decision type] for [product].
[Paste transcripts or notes]
Analyze using Moesta's framework:
1. For each: reconstruct six-stage buying timeline
2. For each: map four forces (F1 push, F2 pull, F3 anxiety, F4 habit)
3. Identify clusters by similar jobs, triggers, hiring criteria
4. Per cluster: draft job story "When [situation + trigger], I want [progress], so I can [outcome]"
5. Rank hiring criteria by frequency
6. Map actual competitive set (including "do nothing")
7. Flag top anxiety blockers
Format: summary table first (participant, job, trigger, competitor, deciding factor, dominant force), then clusters.Prompt 4: Switch findings to product/marketing decisions
Based on these JTBD Switch Interview findings, translate into decisions.
[Paste job stories, force diagrams, hiring criteria, anxiety inventory]
Per job story:
1. Positioning: describe product using customer's language from interviews
2. Onboarding: which F3 anxiety to address first? What to show early for F2 pull?
3. Trigger marketing: which events to target for reaching people at F1 push moment?
4. Competitive messaging: strongest argument vs actual competitive set?
5. Feature priority: what serves this job? What is irrelevant?
6. Churn prevention (for firer interviews): what forces drove exit? What retains?
Tie all recommendations to interview evidence.