Outcome-Driven Innovation and the Switch Interview represent the two dominant implementations of Jobs-to-be-Done theory, yet they differ radically in method, epistemology, and output.
Six segmentation dimensions, each answering a fundamentally different question about your audience: who they are, how they think, what they do, where they are, how ready they are to buy, and in B2B contexts, what kind of organisation they belong to.
A MECE catalogue of 47 market and UX research methods ranked by commonness of use and rated for in-house versus outsource execution. Calibrated for startups and scaleups building digital products, with seed stage as the scoring baseline.
