These are both heavy process-driven solutions. I like them if you have the time and budget. I would rather get 80% to the final answer in minutes.
According to the Strategyn website, ODI “starts with a deep understanding of the job the customer is trying to get done and the metrics they use to evaluate competing product and service offerings.
These metrics, a special type of need statement we call desired outcomes, form the basis for our innovation process. By knowing how customers measure value, companies are able to align the actions of marketing, development, and R&D with these metrics and systematically create customer value.” As may be obvious, this approach is very prescriptive.
It involves both qualitative and quantitative research and leads to market and product strategy formulation. Sound great? All you consultants out there, don’t get too excited. ODI is a proprietary approach developed and practiced by Strategyn.
Rewired Group’s “Switch Interviews”
If you’ve ever seen an offer to ‘learn how to run a JTBD interview’, you’re probably learning a technique developed by the Detroit-based Rewired Group. They hold in-person workshops and there’s also an online video training series to help people learn how to conduct Switch interviews.
According to the video course website, these interviews help aspiring entrepreneurs get to the real causality of why a consumer shops and buys, understand when to accept what a consumer is saying as fact, and when to challenge, and why consumer satisfaction is important, but it fails us when we’re developing new products.
The Switch interview training focuses on the gathering of insights, but does not include any discussion of how to interpret and apply the findings. As a result, it has become a fruitful starting point for a variety of different ways to interpret and apply findings.