Customer Research
An annotated collection of 3 books on customer research, spanning 2005 to 2016. Featuring works by Anthony W. Ulwick, Clayton M. Christensen, Intercom — each with editorial commentary oriented to digital product practice.
What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
Ulwick is the consultant who developed the Outcome-Driven Innovation method that Christensen later popularised as Jobs-To-Be-Done. The book is the operational companion to Competing Against Luck: where Christensen provid…
Competing Against Luck: The Story of Innovation and Customer Choice
Christensen's Jobs-To-Be-Done framework finally given book-length treatment — the argument that customers do not buy products, they "hire" them to make progress in their lives, and that understanding the job tells you mo…
Intercom on Jobs-to-be-Done
A short Intercom ebook that collects the company's internal writing on Jobs-To-Be-Done — how they use it to frame customer research, how they structure interviews, how they translate findings into product decisions. The…