ANALYTICAL & CREATIVE THINKING 2019/2020

FIELD OBSERVATION GUIDE

1. Each team should conduct ONLINE interviews to a minimum of 4 target

customers with similar profiles. You MUST NOT interview other students
from Universitas Prasetiya Mulya.

2. The interview is about BODY, MIND, and SOUL WELL-BEING in this

pandemic era.

3. Provide a detailed data of each of your interviewee (Name, Age, Job, etc)

4. The interviews should be able to capture (but not limited to) the following
things:
a. CUSTOMER JOBS:
• What Jobs is your customer trying to get done?
Functional Jobs: perform a specific task, solving a problem,
etc.
Social Jobs: trying to look good, gain power of status, etc.
Emotional jobs: aesthetics, feel good, security, etc.
• What Basic Needs are your customer trying to satisfy?

b. CUSTOMER PAINS:
• What does your customer find too costly? (e.g. takes a lot of
time, costs too much money, requires substantial effort)
• What makes your customer feel bad? (e.g. frustrations,
annoyances, things that give them a headache)
• How are current solutions underperforming for your customer?
(e.g. lack of features, performance, malfunctioning)
• What are the main difficulties and challenges your customer
encounters? (e.g. understanding how things work, difficulties
getting things done, resistance)
• What negative social consequences does your customer
encounter or fear? (e.g. loss of face, power, trust, or status)

c. CUSTOMER GAINS:
• Which savings would make your customer happy? (e.g. in
terms of time, money and effort)
 • What outcomes does your customer expect and what would go
beyond his/her expectations? (e.g. quality level, more of
something, less of something)
• How do current solutions delight your customer? (e.g. specific
features, performance, quality)
• What would make your customer’s job or life easier? (e.g.
flatter learning curve, more services, lower cost of ownership)

4. Feel free to add as many questions as possible to get a more detailed

information for each topic.

5. All interviews must be recorded for your archive.

6. Results of interview should be submitted in week 4 of the class. Assignment

submission content:
• Detailed customer data
• Value Proposition Canvas Customer Profile (JOBS, PAINS, GAINS)
• Photo of online interviews
• Links of interview recordings