n his UX Riga 2018 talk Kair looks at the modified Jobs-to-be-Done framework used at Pipedrive and the principles that help us avoid the traps of customer research and how can you do customer research that will guide the entire company, yet still be specific enough to add value to individual teams.

1. The Double-Edged Sword of Qualitative Research

5. Kair Käsper

6. Kair Käsper
Ran digital projects at Taevas Ogilvy

7. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency

8. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat

9. Mr Watson

10. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat
Director of Product Marketing at

11. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat
Director of Product Marketing at
Co-founder of Qualitista

12. SaaS, free trial

13. SaaS, free trial

14. Customer research?

15. IS THE MOST IMPORTANT TOPIC IN THE
WORLD!!!!!1111111

16. No customers, no business

17. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$

18. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$

19. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook

20. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook
Looks around on
homepage

21. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook
Looks around on
homepage
Signs up and
tries product

22. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook
Looks around on
homepage
Signs up and
tries product
Increases usage

23. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$

24. Change is the only constant

25. - Heraclitus
Change is the only constant

27. Intuition can kill companies

30. Talking to customers decreases risk

31. “WOW! Super interesting! I’ve never heard this before”

32. “WOW! Super interesting! I’ve never heard this before”
- No-one in the audience

33. Companies don’t do it (enough)

34. When they do, it’s often

35. can be

36. TOP 7 + 1

37. 1) Focusing on usability, not motivation

38. Fogg’s Behaviour Model

39. Fogg’s Behaviour Model

40. Fogg’s Behaviour Model

41. Fogg’s Behaviour Model
Messaging

42. Fogg’s Behaviour Model
Messaging
Psychology

43. Fogg’s Behaviour Model
Messaging
Psychology
Usabilty

44. Fogg’s Behaviour Model
Triggers (call-to-actions)
Messaging
Psychology
Usabilty

45. Motivation guides usability and triggers

46. 2) Not understanding how motivation works

49. Why?

50. Jobs to be Done

51. Google, Youtube
books, blogs, podcasts,
consultants

52. 200+ interviews

53. Push

54. Push Pull

55. Push Pull
Habits

56. Push Pull
Habits Anxieties

57. Profile Timeline Recording

60. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$

61. 3) Missing part (or most) of the picture

62. Get potential
customers
interested
Get them to
consider your
product
Help them
experience the
value of your
product
Help them get
more value out
of your product
$

63. Get potential
customers
interested
Get them to
consider your
product
Help them
experience the
value of your
product
Help them get
more value out
of your product
$
Non-customers Website visitors Trial users Paying customers Churned customers

64. Get potential
customers
interested
Get them to
consider your
product
Help them
experience the
value of your
product
Help them get
more value out
of your product
$
Non-customers Website visitors Trial users Paying customers Churned customers

65. 4) Talking to the wrong people

66. Intent

67. Looking vs not looking

68. 5) Sample not big enough

69. “5 people is all you need”

72. vs

73. Repetition is king

74. 6) Not validating results

75. Saturation vs Contrast

77. 7) Not’n’sync

78. Weekly interview listenings

79. Call listening workshops

80. Research radio

81. Last, but not least

82. Not taking action