{"id":11720,"date":"2026-10-14T20:33:50","date_gmt":"2026-10-14T18:33:50","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?page_id=11720"},"modified":"2026-10-25T22:00:23","modified_gmt":"2026-10-25T21:00:23","slug":"buying-reason-analysis","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/buying-reason-analysis\/","title":{"rendered":"Buying-Reason Analysis"},"content":{"rendered":"\n<div id=\"oc-redesign\">\n<style>\n#oc-redesign *{box-sizing:border-box;font-family:inherit;font-size:inherit;font-weight:inherit;line-height:inherit;color:inherit;}\n#oc-redesign .fb{width:100vw;max-width:100vw;margin-left:calc(50% - 50vw);margin-right:calc(50% - 50vw);}\nbody:has(#oc-redesign) #hero-scene{display:none!important;}\nbody:has(#oc-redesign) .archive-container .content-col>h1{display:none!important;}\nbody:has(#oc-redesign) .archive-container{padding-top:0!important;}\n#oc-redesign{\n  --navy:#0F2C4A; --navy-tief:#0B2138; --text:#37474F; --cool:#F4F6F8; 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.kb-poster{margin-top:48px;max-width:960px}\n#oc-redesign .lieferung2 .kb-poster img{display:block;width:100%;height:auto}\n#oc-redesign .lieferung2 .muster{margin-top:48px;max-width:840px;color:var(--navy)}\n#oc-redesign .lieferung2 .inhalt p+p{margin-top:14px}\n#oc-redesign .warum details.mehr{margin-top:48px;max-width:820px}\n#oc-redesign .preis2 .investition{margin-top:0}\n#oc-redesign .preis2 .p-text .lead+.lead{margin-top:16px}\n#oc-redesign .preis2 details.mehr{max-width:820px;margin-top:40px}\n#oc-redesign .preis2 .hinweis{margin-top:32px;font-size:var(--fs-meta)}\n#oc-redesign .sprung a.raus .pf{color:var(--hyper)}\n@media (max-width:760px){#oc-redesign .ablauf2 .eckdaten{grid-template-columns:1fr}}\n\n#oc-redesign h1.display{font-size:clamp(44px,5.4vw,80px)}\n<\/style>\n<!-- 1 Hero -->\n<section class=\"hero navy fotogrund fb\" style=\"background-image:url(https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_hero-kaufgrund-auswertung_navy.avif);background-size:auto 75%;background-repeat:no-repeat;background-position:100% 0\">\n  <div class=\"wrap innen\">\n    <p class=\"dach\">Buying-Reason Analysis<\/p>\n    <h1 class=\"display\"><span class=\"duenn\">You\u2019ve conducted the interviews.<\/span><br>We analyse them.<\/h1>\n    <p class=\"lead\">The recordings are in the folder. The planning meeting is in the diary.<\/p>\n    <p class=\"fuer\"><b>What\u2019s in your conversations that you haven\u2019t heard yet?<\/b><\/p>\n    <div class=\"cta\">\n      <a class=\"knopf\" href=\"#geschichte\">What\u2019s in your conversations \u2193<\/a>\n      <a class=\"textlink leise\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Buying-Reason%20Analysis\">Peter, have a look at my interviews<\/a>\n    <\/div>\n  <\/div>\n  <div class=\"kb-hero-luft\"><\/div>\n<\/section>\n\n<!-- 2 Geschichte -->\n<section class=\"abschnitt geschichte weiss fb\" id=\"geschichte\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>You were there. And still didn\u2019t hear everything.<\/h2><\/div>\n    <div class=\"raster\"><div class=\"text\">\n      <p class=\"body\">In the conversation, you listen, follow up and are already thinking about the next question. Whatever comes up in passing slips by: the day your customer started looking. The word they use for their problem. The thing that nearly made them walk away.<\/p>\n      <p class=\"body\">Then comes the part hardly anyone looks forward to. First transcribing, then piecing it together: which sentence counts, and which is just noise? The longer you read, the more seems important, and the less you know which of it holds up. It eats into working time that is needed elsewhere, and the planning meeting draws closer.<\/p>\n      <p class=\"body\">We take this load off you: Peter Rochel and his team, Jobs to be Done since 2006, more than 700 projects. We draw out of each of your interviews what\u2019s in it: the story of the purchase, your customers\u2019 language verbatim and what that suggests for your decision, as a hypothesis. Plus our feedback on how well the conversations were conducted.<\/p>\n      <p class=\"body\">And you hold evidence in your hands that you can pass on, to your team or to management: what your interviews brought to light, and, with it, what you achieved as an interviewer, every statement linked to the exact moment in the conversation. Unique, because it can only come from your conversations. And you will get it \u2013 guaranteed.<\/p>\n      <p class=\"lead\">What would you decide differently once you read what you missed?<\/p>\n    <\/div><\/div>\n  <\/div>\n<\/section>\n\n<!-- 3 Was andere aus ihren Interviews gemacht haben -->\n<section class=\"abschnitt gemacht weiss fb\" id=\"gemacht\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What others have made of their interviews.<\/h2><\/div>\n    <figure class=\"k2b-band\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_sprint_K2b_podcast_navy.avif\" alt=\"Two microphones on a dark table, blank cards and a small blue box between them, a hand on the right.\" width=\"1228\" height=\"818\" loading=\"lazy\"><\/figure>\n    <div class=\"faelle\">\n      <div class=\"beleg\"><p class=\"kern\">5\u00d7<\/p><p>the sales: that is what German business magazine impulse reported for Mantrafant (April 2023), after new marketing copy, a trial guarantee and partnerships with yoga studios. Around 60 per cent lower advertising spend per new customer, the founder told us. After the first interviews together, his team went on to run them itself.<\/p><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">The case: Mantrafant \u2192<\/a><\/p><\/div>\n      <div class=\"beleg\"><p class=\"kern\">A brand of its own<\/p><p>An IT services firm went on to build a cybersecurity unit with its own brand. Its COO knew Jobs to be Done from courses; what he was looking for was support with the interviews and with distilling them. \u2018[\u2026] I\u2019ve probably hired eight people.\u2019 \u2013 the COO, Customer Insights Sprint 2021\/22.<\/p><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\">The case: IT services firm \u2192<\/a><\/p><\/div>\n    <\/div>\n    <p class=\"lead frage-jahr\">And what\u2019s in yours?<\/p>\n  <\/div>\n<\/section>\n\n<!-- 4 Wo stehst du -->\n<section class=\"abschnitt wo zwei kuehl fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Where are you right now?<\/h2><\/div>\n    <nav class=\"sprung\" aria-label=\"Three starting points\">\n      <a href=\"#lieferung\"><span class=\"nr\">01<\/span><span class=\"lead\">The recordings are there, the decision is drawing closer<\/span><span class=\"kurz\">You\u2019ve spoken to buyers, to switchers and to those who walked away. Nothing has been analysed yet.<\/span><span class=\"pf\">\u2193<\/span><\/a>\n      <a href=\"#feedback\"><span class=\"nr\">02<\/span><span class=\"lead\">Before the next interviews<\/span><span class=\"kurz\">You want to know whether you asked the right questions.<\/span><span class=\"pf\">\u2193<\/span><\/a>\n      <a href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\" class=\"raus\"><span class=\"nr\">03<\/span><span class=\"lead\">No interviews yet<\/span><span class=\"kurz\">Then it starts with the Buying-Reason Finding: we find a real buyer and conduct the interview ourselves.<\/span><span class=\"pf\">\u2192<\/span><\/a>\n    <\/nav>\n  <\/div>\n<\/section>\n\n<!-- 5 Was du in der Hand hast -->\n<section class=\"abschnitt lieferung2 weiss fb\" id=\"lieferung\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What you\u2019ll have in hand.<\/h2><\/div>\n    <p class=\"lead kurz\">For each interview: analysis and the Wheel of Progress as a poster; the detailed Wheel analysis on request. For all of them together: an overview across your interviews, feedback on how you conducted them, a results call. Everything as a PDF, every statement linked to its moment in the conversation.<\/p>\n    <figure class=\"kb-poster\"><a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/kaufgrund-befund-muster-wheel-poster.jpg\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/kaufgrund-befund-muster-wheel-poster-1536x1087.avif\" width=\"1536\" height=\"1087\" loading=\"lazy\" alt=\"Wheel of Progress for the sample case: the purchase of a height-adjustable desk, pseudonymised\"><\/a><figcaption class=\"klein\">The poster, with a real case: a buyer of a height-adjustable desk, pseudonymised (in German).<\/figcaption><\/figure>\n    <details class=\"mehr\">\n      <summary>What exactly is included<\/summary>\n      <div class=\"inhalt\">\n        <p>For every interview we analyse, you get the analysis, starting with an \u2018At a glance\u2019 page: the situation the purchase was made in, and a profile of the person. Then the story of the purchase, what the person bought it for, the Wheel of Progress in condensed form, your customers\u2019 language verbatim and what this case suggests for your decision, as a hypothesis. On request, the Wheel analysis as well: every element, how we arrived at it and its point in the conversation. And the Wheel of Progress as a one-page poster.<\/p>\n        <p>Once, for all your interviews together: an overview of what recurs and what doesn\u2019t, explicitly as a hypothesis. Feedback on how you conducted each interview, including any we don\u2019t analyse. Handover and a results call with you, 60 minutes.<\/p>\n        <p>For a recording, the point in the conversation is the time; for a transcript without timestamps, it\u2019s the numbered exchange. Either way, you\u2019ll find it just as quickly.<\/p>\n        <p>On request, also: the evidence brief, the same evidence without our conclusions, for passing on. The story of the purchase as a separate document. All texts as files for your whiteboard, such as Mural. The transcript, pseudonymised.<\/p>\n        <p>You get the analysis in English, German or Spanish, even across languages: a Spanish interview analysed in German, say, or an English one in Spanish.<\/p>\n        <p>Not included: new interviews (we conduct those in the Buying-Reason Finding or in the sprint), interviews from different projects in one engagement, analyses based on notes taken during or after the conversation, interviews in languages other than English, German and Spanish, segments, personas or statements about all your customers, an action plan, and a course in interviewing.<\/p>\n        <p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/#ablauf\">More from the same case on the Buying-Reason Finding page \u2192<\/a><\/p>\n        <p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/jobs-to-be-done-interview-zum-schreibtischkauf\/\">Listen to the whole interview, around 90 minutes (in German) \u2192<\/a><\/p>\n      <\/div>\n    <\/details>\n    <p class=\"lead muster\">Three interviews are three cases, not yet a pattern.<\/p>\n  <\/div>\n<\/section>\n\n<!-- 5b Feedback -->\n<section class=\"abschnitt feedback weiss fb\" id=\"feedback\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What your feedback looks like.<\/h2><\/div>\n    <p class=\"lead kurz\">What went well, what didn\u2019t, and the missing question, word for word. It\u2019s the conversation that is assessed, not you.<\/p>\n    <details class=\"mehr\">\n      <summary>More on the feedback<\/summary>\n      <div class=\"inhalt\"><p>What went well: the points where you opened up the story properly. What didn\u2019t go so well: where you could have followed up or fed them the answer, each with its point in the conversation. How it could have gone better: the question that was missing, word for word. Plus the one pointer that will help you most in your next interview.<\/p><p>We look at five things: the right person, open storytelling, specific moments, the trigger and the whole story. Everything comes as a separate PDF, around one to two pages per interview. It isn\u2019t a report card; it shows you where your next interview can yield more.<\/p><\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<!-- 6 So l\u00e4uft es -->\n<section class=\"abschnitt ablauf2 erlebnis2 weiss fb\" id=\"ablauf\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>How it works.<\/h2><\/div>\n    <ol class=\"e-weg\">\n      <li><p class=\"etikett\">01<\/p><p class=\"body\"><b>We sort out the formalities and check whether your material is a fit.<\/b> A short briefing is all it takes, with no files yet. If it\u2019s a fit, the engagement, data processing agreement and your written confirmation of consent follow. Payment is in advance.<\/p><\/li>\n      <li><p class=\"etikett\">02<\/p><p class=\"body\"><b>You send us the interviews, and we analyse them for you.<\/b> As recordings or transcripts. We\u2019re done two working days after we have everything.<\/p><\/li>\n      <li><p class=\"etikett\">03<\/p><p class=\"body\"><b>You get the results and a debrief with us.<\/b> The debrief, our results call, takes 60 minutes. From then on, you have 30 days for the sprint.<\/p><\/li>\n    <\/ol>\n    <div class=\"eckdaten\" style=\"border-top-color:var(--linie)\">\n      <div><p class=\"zahl-m\">up to 3<\/p><p class=\"u\" style=\"color:var(--text)\">interviews from one project<\/p><\/div>\n      <div><p class=\"zahl-m\">2 working days<\/p><p class=\"u\" style=\"color:var(--text)\">after we have everything<\/p><\/div>\n      <div><p class=\"zahl-m\">Fixed price<\/p><p class=\"u\" style=\"color:var(--text)\">per engagement, not per interview<\/p><\/div>\n      <div><p class=\"zahl-m\">Your effort<\/p><p class=\"u\" style=\"color:var(--text)\">one email, your files, one hour of conversation<\/p><\/div>\n    <\/div>\n    <details class=\"mehr\">\n      <summary>How it works in detail<\/summary>\n      <div class=\"inhalt\">\n        <p><b>01<\/b> Your email says how many interviews there are, what they were about, which decision is coming up and whether the material is a recording, a verbatim transcript or notes taken during the conversation. Files only come once the engagement is confirmed.<\/p>\n        <p><b>02<\/b> The first look: we look at your description and ask about anything that\u2019s missing. You answer three questions for us: Is it about a specific purchase, a switch or a decision to walk away? Is one person telling the story of their own decision? Is the conversation available verbatim, as a clearly audible recording or as a transcript with speaker labels, in English, German or Spanish? If you have more than three interviews, we tell you which three are most promising, or whether the sprint is the better fit straight away.<\/p>\n        <p><b>03<\/b> If it\u2019s a fit, we confirm the engagement by email and send you the invoice. Then we sign the data processing agreement, and you confirm to us in writing that your interviewees have agreed to the recording and to it being passed on to a service provider. Only then does the first file come to us.<\/p>\n        <p><b>04<\/b> Ideally the recordings, as audio or video, clear enough to understand every word. We transcribe them ourselves, so every quote remains verifiable right back to the original audio. A verbatim transcript with speaker labels works just as well; then we check the quotes against the transcript, and the analysis says so.<\/p>\n        <p><b>05<\/b> We look at each interview in full, first remove the personal data and then hold it up against five questions: The right person, who made the decision themselves? Told openly, about themselves rather than about \u2018people in general\u2019? Specific moments with a place and a time? Did you dig into the trigger? The whole story, from the first thought through to use? If an interview doesn\u2019t capture a buying decision, we don\u2019t analyse it and tell you why. That always applies if there\u2019s no specific purchase, switch or decision to walk away, if the person neither made the decision nor was involved in it, or if there are only notes. You get our feedback for every interview.<\/p>\n        <p><b>06<\/b> Everything means: payment received, the interviews complete, the data processing agreement signed, your confirmation of consent in hand. Two working days after that, your analysis is ready. Guaranteed.<\/p>\n        <p><b>07<\/b> In the results call, we go through the analysis and the feedback with you, because only in conversation does the feedback become a tool for your next interviews.<\/p>\n        <p><b>08<\/b> From the results call, you have 30 days. If you book the sprint within that time, we credit the full fixed price, and your analysed interviews feed into it. If not, the analysis is yours to keep, and that\u2019s all there is to it.<\/p>\n      <\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<!-- 7 Wie es sich anf\u00fchlt -->\n<section class=\"abschnitt erlebnis2 fb\" id=\"erlebnis\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>How it feels.<\/h2><\/div>\n    <ol class=\"e-weg\">\n      <li><p class=\"etikett\">While reading<\/p><p class=\"body\">A sentence you missed in the conversation.<\/p><\/li>\n      <li><p class=\"etikett\">In the feedback<\/p><p class=\"body\">The point where a question was missing, and the question, word for word.<\/p><\/li>\n      <li><p class=\"etikett\">In your next interview<\/p><p class=\"body\">You know where to follow up.<\/p><\/li>\n    <\/ol>\n  <\/div>\n  <div class=\"e-band navy fb\">\n    <div class=\"e-foto\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Jobs-to-be-Done-Workshop-mit-Peter-Rochel.webp\" alt=\"Workshop: a team working at tables and at walls covered in sticky notes.\" loading=\"lazy\"><\/div>\n    <figure class=\"e-zitat\">\n      <span class=\"gz\" aria-hidden=\"true\">\u201c<\/span>\n      <blockquote><p>\u2018What was another aha moment for me was understanding, for one thing, that other people think completely differently from me, or from us in our small team.\u2019 (translated from German)<\/p><\/blockquote>\n      <figcaption>Stefan H\u00fcck, founder of Mantrafant, on our podcast (October 2020) \u00b7 <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-nachhaltigkeits-marketing-yogamatten\/\">Listen to the conversation (in German) \u2192<\/a><\/figcaption>\n    <\/figure>\n  <\/div>\n<\/section>\n\n<!-- 8 Warum mit uns -->\n<section class=\"warum fb\">\n  <div class=\"w-bild\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_Peter-Rochel_Stuhl_navy_band_2560x854.avif\" alt=\"Peter Rochel in a meeting room\" loading=\"lazy\"><\/div>\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Why us.<\/h2><\/div>\n    <ol class=\"w-liste\">\n      <li><span class=\"w-nr\">01<\/span><span>Peter Rochel has worked with Jobs to be Done since 2006, in more than 700 projects.<\/span><\/li>\n      <li><span class=\"w-nr\">02<\/span><span>The analysis uses the Wheel of Progress, developed in 2019 by Eckhart B\u00f6hme and Peter Rochel.<\/span><\/li>\n      <li><span class=\"w-nr\">03<\/span><span>Transcription happens on our own computers; no transcription service listens in. We analyse only the pseudonymised transcript.<\/span><\/li>\n      <li><span class=\"w-nr\">04<\/span><span>With a recording, every quote remains verifiable right back to the original audio.<\/span><\/li>\n    <\/ol>\n    <details class=\"mehr\">\n      <summary>Your interviews stay yours<\/summary>\n      <div class=\"inhalt\"><p>The interviews belong to you, and the rights to them remain with you. Whether we may receive them is for your interviewees to decide; so you confirm their consent to us in writing before the first file comes to us. Before that, we sign the data processing agreement.<\/p><p>We delete recordings and transcripts 30 days after the results call, or sooner if you wish. If you book the sprint within that time, your material stays with us until the sprint ends, and we delete it afterwards. If we don\u2019t analyse any of your interviews, we delete them 30 days after you\u2019ve received our feedback. The analysis itself is pseudonymised; we keep it for ten years.<\/p><p>We only analyse for you, not for a third party to whom the analysis is passed on under another name.<\/p><\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<!-- 9 Einwaende -->\n<section class=\"abschnitt einwand weiss fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What\u2019s probably holding you back.<\/h2><\/div>\n    <div class=\"einwaende\">\n      <div class=\"ew\"><p class=\"lead\">\u2018What if my interviews aren\u2019t good enough?\u2019<\/p><div class=\"a\"><p>Then we tell you before we analyse, with feedback, so that the next one holds up.<\/p>\n        <details class=\"mehr\"><summary>In detail<\/summary><div class=\"inhalt\"><p>Once they\u2019ve arrived, we check every interview before we analyse it. If one doesn\u2019t capture a buying decision, we don\u2019t analyse it; instead, you get our feedback: what\u2019s missing, why, and how to conduct the next one. If some hold up, we analyse those at the fixed price; should none hold up, you get your money back. Then the <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">Buying-Reason Finding<\/a> is the better place to start: we conduct that one ourselves, with an interview that holds up. Or you learn in <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Mastering JTBD<\/a> how to conduct it yourself.<\/p><\/div><\/details><\/div><\/div>\n      <div class=\"ew\"><p class=\"lead\">\u2018Do they have to be Jobs to be Done interviews?\u2019<\/p><div class=\"a\"><p>No. But each one has to trace one person\u2019s specific purchase, switch or decision to walk away.<\/p>\n        <details class=\"mehr\"><summary>In detail<\/summary><div class=\"inhalt\"><p>That means the moment the person started looking, and what finally made them buy or walk away. If the interview wasn\u2019t conducted along Jobs to be Done lines, the analysis is often thinner, and the feedback tells you where and why. We don\u2019t analyse opinion or satisfaction interviews, usability tests or group discussions, because there\u2019s no decision in them to trace. We clarify that during the first look.<\/p><\/div><\/details><\/div><\/div>\n      <div class=\"ew\"><p class=\"lead\">\u2018I have more than three interviews.\u2019<\/p><div class=\"a\"><p>Then during the first look, we pick the three most promising, or it becomes a sprint.<\/p>\n        <details class=\"mehr\"><summary>In detail<\/summary><div class=\"inhalt\"><p>With that many, it\u2019s worth asking whether you\u2019re looking for a pattern rather than individual cases; that\u2019s what the sprint is for. And if you conduct interviews on an ongoing basis, as a team or every month, let\u2019s talk about a volume package, tailored to your rhythm. <a class=\"textlink\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Volume%20package%20%E2%80%93%20Buying-Reason%20Analysis&amp;body=Hello%20Peter%2C%0A%0Awe%20conduct%20interviews%20on%20an%20ongoing%20basis%20and%20are%20interested%20in%20a%20volume%20package.%0A%0ARoughly%20how%20many%20interviews%20do%20you%20conduct%20per%20month%3F%0AWho%20conducts%20them%20%28role%2C%20team%29%3F%0AWhat%20are%20they%20about%20%28product%2C%20decision%29%3F%0AWhat%20form%20are%20they%20in%20%28recording%2C%20transcript%29%3F%0A%0ABest%20regards%0A\">Ask about a volume package \u2192<\/a><\/p><\/div><\/details><\/div><\/div>\n      <div class=\"ew\"><p class=\"lead\">\u2018Am I even allowed to pass the recordings on?\u2019<\/p><div class=\"a\"><p>That\u2019s for your interviewees to decide. If their consent is missing, don\u2019t send us anything.<\/p>\n        <details class=\"mehr\"><summary>In detail<\/summary><div class=\"inhalt\"><p>If they have agreed to the recording and to it being passed on to a service provider, you confirm that to us in writing before the first file comes to us. Before that, we sign the data processing agreement.<\/p><\/div><\/details><\/div><\/div>\n    <\/div>\n    <details class=\"mehr\">\n      <summary>More questions<\/summary>\n      <div class=\"inhalt\"><p><b>My interviews are in English and my team works in German. Does that work?<\/b> Yes. We work in English, German and Spanish, in any direction: interviews in one language, the analysis in another \u2013 whichever your team needs.<\/p><p><b>Can\u2019t I analyse them myself?<\/b> You can, and anyone who does their own analysis learns a lot along the way. If you want to master it, <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Mastering JTBD<\/a> is the better route. The analysis is for the moment when a decision is coming up, there\u2019s no time for analysis, and you want to find out along the way how well your interviews were conducted.<\/p><p><b>What\u2019s the difference from the Buying-Reason Finding?<\/b> In the Buying-Reason Finding, we find a real buyer, conduct the interview ourselves and set it against your assumptions. Here, you\u2019ve already conducted the interviews, and we analyse them. Same fixed price, different starting point.<\/p><p><b>Why not go straight to the sprint?<\/b> You can. If you already know you need a pattern, the sprint is the direct route. The analysis is for the moment before that: when you first want to see what\u2019s in your own conversations. And if you go further within 30 days of the results call, you haven\u2019t paid for anything twice.<\/p><p><b>I\u2019m an agency and conducted the interviews for a client.<\/b> Then we won\u2019t analyse them for you. The interviews belong to your client, and we don\u2019t produce analyses that are passed on under another name. If your client wants them analysed, they can engage us themselves.<\/p><\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<!-- 10 Kaufblock (id anfragen) -->\n<section class=\"preis2 fb\" id=\"anfragen\">\n  <div class=\"wert navy fb\">\n    <div class=\"wrap\">\n      <p class=\"ort\">Suppose you knew, before the next planning meeting, what\u2019s in your own conversations: what would move up your plan, and what would be cut?<\/p>\n      <p class=\"nuechtern\">And the sober side:<\/p>\n      <p class=\"wertzahl\">\u20ac300,000\u2013<wbr>\u20ac400,000<\/p>\n      <p class=\"lead wert-satz\">is what one executive we interviewed keeps losing for as long as nobody knows whether the product will sell.<\/p>\n      <p class=\"lead kunststoff\">A plastics manufacturer told us that an injection mould for a product nobody ends up needing costs him around \u20ac150,000 on its own. An analysis of your interviews comes to just over one per cent of that.<\/p>\n      <p>And left unread, your interviews are already costing you: the search for interviewees, the appointments, the hours spent in conversation.<\/p>\n      <p>What does a decision cost you if it\u2019s made without what your own conversations say?<\/p>\n    <\/div>\n  <\/div>\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Your investment.<\/h2><\/div>\n    <div class=\"wege2\">\n      <div class=\"weg2\"><p class=\"preisz\">\u20ac1,900<span class=\"netto\">net<\/span><\/p><p class=\"name\">Fixed price per engagement<\/p><p class=\"was\">up to three interviews from one project \u00b7 for customers in Germany: \u20ac2,261.00 including 19% VAT \u00b7 payment in advance by invoice.<\/p><\/div>\n    <\/div>\n    <div class=\"person\">\n      <div class=\"p-foto\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_Peter-Rochel_Stuhl_navy_portrait_683x854.avif\" alt=\"Peter Rochel, portrait\" loading=\"lazy\"><\/div>\n      <div class=\"p-text\">\n        <p class=\"lead\">If you move on to the sprint within 30 days of the results call, the fixed price is credited in full.<\/p>\n        <p class=\"lead\">Is there a date coming up? Two working days after we have everything, your analysis is ready.<\/p>\n        <div class=\"cta\"><a class=\"knopf\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Buying-Reason%20Analysis\">Peter, have a look at my interviews<\/a><span class=\"leise3\">No files yet.<\/span><\/div>\n        <p class=\"p-name\">If none of your interviews holds up to analysis, you get your money back and our feedback on each one.<\/p>\n      <\/div>\n    <\/div>\n    <details class=\"mehr\">\n      <summary>When the fixed price drops to zero<\/summary>\n      <div class=\"inhalt\"><p><b>You book the sprint within 30 days of the results call:<\/b> \u20ac0 extra, the fixed price is credited in full.<\/p><p><b>None of your interviews holds up to analysis:<\/b> \u20ac0, plus our feedback on every interview.<\/p><p><b>Only some of them hold up:<\/b> the fixed price for analysing those, and our feedback on the rest.<\/p><p><b>You take the analysis and leave it at that:<\/b> the fixed price. The analysis is yours, and your interviews have turned into a clear answer instead of gathering dust.<\/p><\/div>\n    <\/details>\n    <p class=\"hinweis klein\">This offer is for businesses only. For business customers in other EU countries, we invoice without German VAT.<\/p>\n  <\/div>\n<\/section>\n\n<!-- 11 Schluss -->\n<section class=\"schlussteil navy fb\">\n  <div class=\"wrap\">\n    <div class=\"wege\">\n      <div><b>You want a pattern rather than individual cases?<\/b><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Explore the Customer Insights Sprint \u2192<\/a><\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Buying-Reason Analysis You\u2019ve conducted the interviews.We analyse them. The recordings are in the folder. The planning meeting is in the diary. What\u2019s in your conversations that you haven\u2019t heard yet? What\u2019s in your conversations \u2193 Peter, have a look at my interviews You were there. And still didn\u2019t hear everything. In the conversation, you listen, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Have your interviews analysed: Buying-Reason Analysis | OC","_yoast_wpseo_metadesc":"You\u2019ve conducted the interviews. We analyse them: two working days after we have everything, with feedback on how you conducted them. Fixed price.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"Have your interviews analysed: Buying-Reason Analysis | OC","_yoast_wpseo_opengraph-description":"You\u2019ve conducted the interviews. We analyse them: two working days after we have everything, with feedback on how you conducted them. 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