Asking is THE MOST important part of the scanning phase because it's all about getting out there and actually talking to your customers to understand their needs or JTBD in their own words!
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Start with creating a 'discussion guide' for yourself that will help you keep your conversation on track. Remember, you want to ask any questions that you think will help uncover your customers needs or JTBD! You know your subject area best so are very well-placed to develop a great discussion guide. 
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One thing that comes up a lot during 'Ask', is customers sharing their own ideas! If that happens, great! Remember to ask 'why' they think that thing is a good idea. This will point you straight to their JTBD (even if their idea isn't quite right). 

 

For example I might ask children how the SER could be EVEN better​! Two different children might suggest having more competitions they can be part of. When asked WHY they think that would be a good idea, one child might say "because winning competitions makes me feel great!", another child might say "because I like participating with my sister".

 

These are two separate JTBD (feel a sense of achievement AND have an activity I can take part in with a sibling). There are many solutions for delivering on those two jobs!
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