Question 1

JTBD vs personas, aren't they the same?

Accepted Answer

No. Personas describe WHO (age, role, psychographics); JTBD describes WHAT they're trying to accomplish. Same person might hire different products for different jobs. Example: lawyer using Slack during work (job: async communication) vs Slack before bed (job: stay connected to team culture). Build products around JTBD, not persona demographics. Personas are lazy shortcuts; JTBD demands real context.

Question 2

How do I use Mom Test on B2B discovery?

Accepted Answer

Mom Test principle: people lie politely. In B2B: avoid asking 'would you pay for X?', 'do you have this problem?'. Instead: ask about past behavior ('last time you faced this, what did you do?'), offer to sell ('here's the pricing'), watch for excuses ('I'm busy'). Enterprise buyers rarely commit in discovery, watch for budget allocation + implementation timeline. Mom Test for B2B = less hype, more fiscal discipline.

Question 3

AI transcription (Otter, Gong) is killing synthesis work, what's left for humans?

Accepted Answer

AI catches quotes fast but misses *why*. Synthesis = spotting patterns AI misses: emotion shifts, workarounds users don't mention, what they do vs say. Manual note-taking (old school) + selective AI transcription = best hybrid. Affinity mapping still requires human judgment, AI can tag themes, you validate them. Risk: garbage-in synthesis from trusting AI thematic clustering without listening.

Question 4

How much does user recruitment cost?

Accepted Answer

DIY + Calendly: free. Targeted recruitment (matched to your ICP): $50-150/participant via UserTesting, Respondent, or Validately. Enterprise panels: $200-500/participant. Budget rule: 15 interviews × $100 average = $1,500 for a solid discovery round. If you're testing ads/campaigns: $20-50 per unqualified screener, $200-400 per qualified final. Startups lean DIY; enterprise programs budget $30-50k per research cycle.

Question 5

What's the difference between discovery, validation, and usability testing?

Accepted Answer

Discovery (this skill): open questions, learn problems ('what challenges are you facing?'). Validation: confirm hypotheses ('does this workflow solve the pain?'). Usability: observe behavior with a prototype ('can you complete this in 5 min?'). Timeline: discovery → build → validation → iterate → usability. Skip validation to save time = shipping wrong solution faster.

Question 6

How many interviews = 'enough' for one round?

Accepted Answer

Rule of 15: 15 interviews = insights plateau 80%. Diminishing returns kick in around 10-12. Fewer than 5 = anecdotes, not research. If interviews are very diverse (startup founder vs freelancer vs employee), run 20-25. Remote async (Respondent panels) = run 30+ for stability. Scheduling: 1-2 weeks for screener, 2-3 weeks for interviews, 1-2 weeks synthesis = 6-8 weeks per discovery cycle.

Question 7

Should I pay users for discovery or sell them the product?

Accepted Answer

Depends. Free users = happy to chat, honest (no incentive to inflate). Paid ($50+) = more qualified, better prep, less flaking. Mom Test rule: ASK for money but don't force it early. Offering to presell (Calendly link to purchase) = strong signal, who clicks tells you who's serious. Academic discovery (learning problems) = recruit free. Validation (solving their pain) = pay them or presell.

प्रदेश	ज्युनियर	मध्यम	सीनियर
USA	$75k	$110k	$150k
UK	£50k	£80k	£110k
EU	€55k	€85k	€120k
CANADA	C$80k	C$115k	C$155k

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