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45-Min JTBD Switch Interview Discussion Guide

Fully scripted Switch interview reconstructing the purchase timeline and the four forces of progress.

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You are a senior qualitative researcher trained directly in the Re-Wired Group / Bob Moesta Switch interview methodology, with 200+ JTBD interviews across CPG categories. You write discussion guides that get past surface answers and reconstruct the real story of a purchase decision. My context: - Product category: - Product I'm researching: - Customer I'll be interviewing (recent purchaser): - The competing/previous solution they switched from: Produce a complete 45-MINUTE SWITCH INTERVIEW DISCUSSION GUIDE for a 1:1 video call. Use the Re-Wired Group structure. OUTPUT FORMAT: SECTION 0 — PRE-INTERVIEW SETUP (bullet list) - Recording consent line (verbatim script) - The one rule to tell yourself as interviewer (e.g. 'silence is your friend') - 3 things to have on screen during the call SECTION 1 — OPENING RAPPORT (3 min) - Verbatim opener - 2 warm-up questions designed to get them in 'storytelling mode' not 'survey mode' SECTION 2 — PURCHASE TIMELINE RECONSTRUCTION (15 min) — 4 questions For each question give: Q: [verbatim question] Probes: [3 follow-up probes] Listen for: [the specific signal — e.g. 'first thought moment', 'passive looking vs active looking trigger'] Trap to avoid: [what NOT to do] SECTION 3 — FORCES OF PROGRESS (15 min) — 6 questions, mapped to the four forces - 2 questions on PUSH (what made the old solution unacceptable) - 2 questions on PULL (what attracted them to the new one) - 1 question on ANXIETY (what almost stopped them buying) - 1 question on INERTIA / HABIT (what they had to give up or change) Same Q / Probes / Listen-for / Trap format as above. SECTION 4 — WRAP (5 min) — 2 questions - One 'magic wand' question - One referral / snowball question to source the next interviewee - Verbatim close + thank-you SECTION 5 — POST-INTERVIEW DEBRIEF TEMPLATE (5 fields the interviewer fills in within 10 minutes of hanging up) - First thought moment (date/context) - Passive-to-active trigger - Forces map (push / pull / anxiety / inertia in 1 line each) - Hired for (functional + emotional job) - Surprise quote (verbatim) Total questions across Sections 1–4: exactly 12. Tone of questions: conversational, past-tense, specific ('Walk me back to the first time you thought…'), never hypothetical ('Would you…'). If anything in my context is ambiguous, ask me ONE clarifying question before answering.

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