Trigger
Recency sample: people who bought recently.
Needs & Behavior
Why people really buy.
Understand your audience's triggers, barriers and substitutes — at JTBD depth, with real substance instead of 5-point scales.
What it is
A clear answer, evidenced in the wording.
Konsoul conducts a combination of critical-incident technique and jobs-to-be-done interviews. You learn not just what gets bought, but what people did right before and after — and where they nearly walked away.
Common questions
- What trigger really puts people into buying mode?
- Which alternatives are considered — and why are they rejected?
- At which point in the customer journey do we lose the most people?
- Which job gets “hired” — and which is just the vehicle?
How it works
In days, not weeks.
Story mining
Konsoul has the purchase story told chronologically.
Switch triggers
What was the one moment that tipped the decision?
Segment & synthesize
Clusters per JTBD, barrier map, trigger map.
You get
Deliverables you can make decisions with.
- ●Jobs-to-be-done map with frequency & intensity
- ●Switch-trigger timeline (push, pull, anxieties, habits)
- ●Substitute analysis: who are you really losing to?
- ●Persona update + needs clusters (see Personas)
- ●Recommendations for messaging & funnel optimization
“We spent years pitching against the wrong competitor. Klymeo showed us in one study: our real competition is ‘doing nothing at all.’”
Let's get started
Let's set up your study.
30 minutes is enough to turn your concrete research question into a study plan.
Related solutions: