The Switch Interview

Switch Interview is a qualitative research method in the JTBD framework. Unlike generic user interviews, Switch Interview focuses on the narrative of change: what happened, why it happened, and what the consequences were. The method probes for causality, not correlation. It seeks to understand the chain of events that led to a hiring or firing decision. When conducted properly, Switch Interview reveals forces that quantitative data misses: the social pressure, the identity conflict, the emotional threshold that tipped the balance.