Blog

• 25 September 2026

  Why customers buy, switch and leave: a map of the research methods

  The map shows which research methods answer specific product‑team questions and which they cannot, highlighting a gap around why customers start looking, compare options, and decide to buy, switch, or leave. Jobs to Be Done fills this gap with switch interviews, a timeline of decision stages, and the four forces framework (push, pull, anxiety, habit), providing deep insight into the reasons behind buying, switching, and leaving, while noting its limits and how it complements other methods.