Replace preference questions with concrete interview prompts that reveal the user's job.
Principle: Preference is weak evidence until it is tied to a real situation. The Move Start with the user's recent behavior. Ask for the last time they faced the problem, then follow the timeline: what triggered it, what they tried, what got in the way, and how they judged success. Why It Works Interview technique reduces speculation. JTBD adds causality by looking for the progress the person was trying to make. Synthesis keeps the team honest by clustering actual observations before naming themes. Practice Lens If a participant says, "That would be useful," treat it as a doorway, not a…
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