Customer Research / Jobs-to-be-Done / Four Forces of Progress

Ditch the Guesswork. Unlock Growth With Real Customer Insights.


Are your product and marketing efforts missing the mark? Are you struggling to connect with your customers? It’s time to dig deeper.

Startups, scaleups, and even established businesses often struggle to understand the true motivations, needs, and desires driving their customers. This understanding is crucial to building, launching, and growing products that truly resonate with your customers.

I (Sid) conduct Jobs-to-be-Done (JTBD) interviews on your behalf as an unbiased third party so that your customers are more likely to be open and honest in their responses. I analyse all the unearthed information using the Four Forces of Progress. I document the findings and present you with the actionable insights you need for your growth strategies.

Sid Kathirvel on Yellow BG

Why Conduct Customer Research?

Every industry and market has become hyper-competitive. Understanding the core motivations of why your customers choose your product or service is more critical than ever.


  • Strategic Clarity and Confidence: Make informed decisions based on real customer data to reduce guesswork and raise your prospects of success.
  • Identify Real Customer Needs: Go beyond surface-level assumptions to understand what truly drives your customers’ buying decisions.
  • Uncover Hidden Opportunities: Discover unmet customer needs and potential areas for innovation/improvement.
  • Enhance Product Development: Tailor your offerings to better match your customers’ expectations and stand out in a crowded market.
  • Effective Marketing Messaging: Launch compelling campaigns with messaging that speaks directly to your audience and drives engagement.
  • Increase Customer Loyalty: Understand and address the reasons behind customer churn, keeping your users engaged and loyal.

The ability to learn faster from customers is the essential competitive advantage that startups must possess.

Eric Ries, The Lean Startup

Why Choose Unlock Growth?

Expertise and Experience


With deep and diverse experience in strategic marketing and product management, I bring a wealth of knowledge and battle-tested methodologies to deliver actionable insights.

Tailored Insights


Each interview and analysis is customised to your specific needs, ensuring that the insights are directly applicable and valuable to your business context.

Hands-On Support


From conducting customer interviews to analysing data and developing strategies, I offer comprehensive support at every step.

How Does the Customer Research Service Work?

I ensure you gain the most valuable insights through a structured process:

1. Initial Consultation


I start with a detailed consultation to understand your business, your challenges, and your goals. This helps me tailor my approach to meet your specific needs.

2. Developing Questions


Collaboratively, we (you, your team, and I) create tailored interview questions that delve into the most critical aspects of your customer’s experience and needs.

3. Conducting Interviews


I schedule and conduct in-depth Jobs-to-be-Done (JTBD) interviews with your ideal customers. Each interview is meticulously analysed to extract valuable insights.

4. Supplementary Surveys


I work with you to run quantitative surveys alongside the JTBD interviews to gather additional data to support and validate the insights.

5. Analysis and Reporting


I perform a thorough Four Forces of Progress analysis to understand the Push, Pull, Anxieties, and Habits influencing your customers. This is followed by a comprehensive report detailing the findings and strategic recommendations.

6. Strategic Workshop


I conduct a workshop with your team to present the findings, discuss the implications, and outline actionable strategies to apply the insights effectively.

Flexibility to Suit Your Research Needs

One-Off Research Projects

Ideal for specific needs such as a major campaign push, a go-to-market strategy, a new product launch, or an investment round. Gain deep insights to guide critical business decisions.


Ongoing Engagements

Maintain a continuous understanding of your customers and the evolving market. Stay up-to-date with regular interviews and insights, allowing for continuous improvement and adaptation of your strategies.


Get Your Team Involved

Involve yourself and your team in the interview process. I can provide training and support to ensure consistency and quality. This accomplishes the ultimate goal of having you be able to take research in-house.

Sid Kathirvel

Commonly Asked Questions


What are Jobs-to-be-Done (JTBD) interviews?
How can Jobs-to-be-Done interviews benefit my business?
What is the process for conducting Jobs-to-be-Done interviews?
Why should I choose Unlock Growth for Jobs-to-be-Done interviews?
How do I get started with your Jobs-to-be-Done interview service?