{"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":"2026-10-14T20:33:50","modified_gmt":"2026-10-14T18:33:50","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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tr{border-top-color:var(--cool)}\n#oc-redesign .invest.navy .kb-tabelle td::before{color:var(--cool)}\n#oc-redesign .invest.navy .kb-tabelle td{font-size:17px}\n#oc-redesign .invest.navy .kb-tabelle td.urteil{font-size:19px}\n#oc-redesign .schutz .liste li:first-child{font-size:21px}\n}\n<\/style>\n<!-- EN twin of 11707 (Kaufgrund-Auswertung), translated from v13 of 14.10.2026. Style block identical to DE. -->\n<!-- 1 Hero -->\n<section class=\"hero navy fb\">\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\">Your interviews, analysed by us. Plus concrete feedback on how well they were conducted.<\/p>\n    <p class=\"fuer\">You\u2019ve spoken to your customers yourself, and we\u2019d never advise anyone against that. But between the recording and what it tells you lies the analysis, and that tends to get put off because the next meeting is already waiting. So we take on this part and give you your interviews back analysed, two working days after we have everything. And on top of that comes our feedback on how well they were conducted: what to keep next time and what to change.<\/p>\n    <div class=\"cta\">\n      <a class=\"knopf\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Buying-Reason%20Analysis\">Tell us what you have<\/a>\n      <a class=\"textlink leise\" href=\"#ablauf\">How the analysis works \u2192<\/a>\n    <\/div>\n    <div class=\"eckdaten\">\n      <div><p class=\"zahl-m\">up to 3 interviews<\/p><p class=\"u\">from one project<\/p><\/div>\n      <div><p class=\"zahl-m\">2 working days<\/p><p class=\"u\">after we have everything<\/p><\/div>\n      <div><p class=\"zahl-m\">\u20ac1,900<\/p><p class=\"u\">net, fixed price<\/p><\/div>\n    <\/div>\n    <p class=\"notiz klein\">Feedback on how you conducted your interviews \u00b7 results call with you, 60 minutes \u00b7 credited in full if you book the sprint within 30 days<\/p>\n  <\/div>\n  <div class=\"kb-hero-luft\"><\/div>\n<\/section>\n\n<!-- 2 F\u00fcr wen, wann -->\n<section class=\"abschnitt fuerwen kuehl fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>For the moment when the recordings are there and the decision is drawing closer.<\/h2><\/div>\n    <div class=\"raster\">\n      <div class=\"l\">\n        <p class=\"t\">This is for you if<\/p>\n        <ul class=\"liste\">\n          <li>you or your team have interviewed customers who bought, switched or walked away.<\/li>\n          <li>the recordings or transcripts are there, but nobody has yet worked out what they mean for your decision.<\/li>\n          <li>you want to know whether you asked the right questions before you conduct the next interviews.<\/li>\n        <\/ul>\n      <\/div>\n      <div class=\"r\">\n        <p class=\"body\">But it isn\u2019t the right route if you don\u2019t have any interviews yet. Then the <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">Buying-Reason Finding<\/a> is where to start: we find a real buyer and conduct the interview ourselves. And if you want to learn to do the analysis yourself, that\u2019s what our <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">training<\/a> is for.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 3 Ablauf -->\n<section class=\"abschnitt ablauf weiss fb\" id=\"ablauf\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>How the analysis works.<\/h2><\/div>\n    <ol class=\"schritte kb-senkrecht\">\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">01<\/span> You tell us what you have<\/h3><div class=\"inhalt\"><p>That is, how many interviews there are, what they were about, which decision is coming up and what form the material is in: a recording, a verbatim transcript or notes taken during the conversation. Don\u2019t send any files yet, because they only come to us once the engagement is confirmed.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">02<\/span> The first look: we tell you whether it\u2019s a fit<\/h3><div class=\"inhalt\">\n        <p>We look closely at your description and ask about anything that\u2019s missing. To help us, answer three questions in your email:<\/p>\n        <ul class=\"liste\">\n          <li>Is it about a specific purchase, a switch or a decision to walk away?<\/li>\n          <li>Is one person telling the story of their own decision?<\/li>\n          <li>Is the conversation available verbatim, as a clearly audible recording or as a transcript with speaker labels, in German or English?<\/li>\n        <\/ul>\n        <p>Then we tell you whether it\u2019s a fit. If it isn\u2019t, we say no and tell you what will help instead. And if you have more than three interviews, we use your description to tell you which three are most promising, or whether the sprint is the better fit straight away. At most three then come to us.<\/p>\n      <\/div><\/li>\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">03<\/span> Engagement, contract and your assurance<\/h3><div class=\"inhalt\"><p>If it\u2019s a fit, we confirm the engagement by email and send you the invoice. Payment is in advance. 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 do you send us the first file.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">04<\/span> You send us the material<\/h3><div class=\"inhalt\"><p>Ideally the recordings, as audio or video. We transcribe them ourselves, on our own computers, so every quote remains verifiable right back to the original audio. The sound quality should be good enough to understand every word. But a verbatim transcript works just as well, as long as it\u2019s clear who says what, that is, with speaker labels. Then we check the quotes against the transcript, and the analysis says so. When we send you the data processing agreement, we also tell you how to send us the material. In other words: no external transcription or cloud service gets your recordings to transcribe.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">05<\/span> We check every interview before we analyse it<\/h3><div class=\"inhalt\">\n        <p>An analysis is only as good as the conversation behind it. So we look at each interview in full and first remove the personal data. Then we check how it was conducted, against five questions. If an interview doesn\u2019t capture a buying decision, we don\u2019t analyse it and tell you why. The same 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 nothing is available verbatim. But for that interview you get our feedback: what\u2019s missing, why, and how to conduct the next interview so that it holds up. What we look at is explained further down.<\/p>\n        <p>If some of your interviews hold up, we analyse those at the fixed price. And if none does, you get your money back.<\/p>\n      <\/div><\/li>\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">06<\/span> The analysis: two working days after we have everything<\/h3><div class=\"inhalt\"><p>Everything means: payment received, the interviews complete, the data processing agreement signed and your assurance in hand. Two working days after that, your analysis is ready. That we promise.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">07<\/span> Handover and results call with you<\/h3><div class=\"inhalt\"><p>Then we hand the analysis over to you and go through it with you in 60 minutes. The feedback on how you conducted your interviews is part of it, because only in conversation does it become a tool for your next interviews.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\"><span class=\"ka-nr\">08<\/span> Your deadline: 30 days<\/h3><div class=\"inhalt\"><p>From the results call, you have 30 days. If you book the <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">sprint<\/a> within that time, we credit the full \u20ac1,900, and your analysed interviews feed into it. Your material then stays with us until the end of the sprint. If not, the analysis is yours to keep \u2013 and that\u2019s all there is to it.<\/p><\/div><\/li>\n    <\/ol>\n  <\/div>\n<\/section>\n\n<!-- 4 Was du bekommst -->\n<section class=\"abschnitt lieferung weiss fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <h2>What you get.<\/h2>\n      <div class=\"einl\"><p class=\"body\">Everything comes as a PDF. And every statement is tied to its point in the conversation. For a recording, that\u2019s the time in the conversation; for a transcript without timestamps, the numbered exchange. Either way, you\u2019ll find it just as quickly.<\/p><\/div>\n    <\/div>\n    <div class=\"raster ka-zwei\">\n      <div class=\"l\">\n        <p class=\"t\">For each interview we analyse:<\/p>\n        <ul class=\"liste\">\n          <li>the analysis, starting with an \u201cAt a glance\u201d 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.<\/li>\n          <li>the Wheel analysis: every element, how we arrived at it and its point in the conversation.<\/li>\n          <li>the Wheel of Progress as a one-page poster.<\/li>\n        <\/ul>\n      <\/div>\n      <div class=\"r\">\n        <p class=\"t\">Once, for all your interviews together:<\/p>\n        <ul class=\"liste\">\n          <li>an overview across your interviews: what recurs and what doesn\u2019t, explicitly as a hypothesis, not as a pattern.<\/li>\n          <li>feedback on how you conducted each interview, including any we don\u2019t analyse.<\/li>\n          <li>handover and a 60-minute results call with you.<\/li>\n        <\/ul>\n        <p class=\"t\">On request, also:<\/p>\n        <ul class=\"liste\">\n          <li>the evidence brief: the same evidence without our conclusions, for passing on.<\/li>\n          <li>the story of the purchase as a separate document.<\/li>\n          <li>all texts as files for your whiteboard, such as Mural.<\/li>\n          <li>the transcript, pseudonymised.<\/li>\n        <\/ul>\n      <\/div>\n    <\/div>\n    <div class=\"raster ka-muster\">\n      <div class=\"l\">\n        <p class=\"t\">This is what it looks like, with a real case.<\/p>\n        <p class=\"body\">A buyer of a height-adjustable desk, interviewed for our podcast, pseudonymised. You get the Wheel of Progress shown here as a one-page poster for every interview we analyse. On top of that come the analysis and the Wheel analysis, and every statement is tied to its point in the conversation.<\/p>\n        <p class=\"body\"><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><br><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      <figure class=\"r 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 Wheel of Progress as a one-page poster (in German). Click to enlarge.<\/figcaption><\/figure>\n    <\/div>\n    <p class=\"body ka-dreifall\">Three interviews are three cases, not yet a pattern. So the analysis shows you what these conversations say, but not whether others buy the same way. And we tell you so ourselves, before you notice it.<\/p>\n    <div class=\"ka-feedback\">\n    <p class=\"lead satz\"><b>What your feedback looks like.<\/b><\/p>\n    <div class=\"ka-fb-r\">\n    <ul class=\"liste\">\n      <li>For each interview, you get honest feedback on how you led the conversation.<\/li>\n      <li><b>What went well:<\/b> the points where you opened up the story properly.<\/li>\n      <li><b>What didn\u2019t go so well:<\/b> where you missed a follow-up question or fed them the answer, each with its point in the conversation.<\/li>\n      <li><b>How it could have gone better:<\/b> the question that was missing at that point, word for word.<\/li>\n      <li>Plus the one pointer that will help you most in your next interview.<\/li>\n    <\/ul>\n    <p class=\"body\">We look at five things: the right person, open storytelling, specific moments, the trigger and the whole story. It\u2019s the conversation that is assessed, not you. Everything comes as a separate PDF, around one to two pages per interview.<\/p>\n    <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 5 Bewertung -->\n<section class=\"abschnitt bewertung kuehl fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <h2>When an interview holds up to analysis.<\/h2>\n      <div class=\"einl\"><p class=\"body\">Before we analyse, we look at each interview and check how it was conducted. To do that, we measure it against five questions.<\/p><\/div>\n    <\/div>\n    <table class=\"kb-tabelle ka-bewertung\">\n      <colgroup><col class=\"c0\"><col class=\"c1\"><col class=\"c2\"><col class=\"c3\"><\/colgroup>\n      <thead><tr><th><\/th><th>We ask<\/th><th>weak<\/th><th>strong<\/th><\/tr><\/thead>\n      <tbody>\n        <tr><td data-l=\"\">1<\/td><td data-l=\"We ask\"><b>The right person?<\/b> Did they make the decision themselves?<\/td><td data-l=\"weak\">only heard about it<\/td><td data-l=\"strong\">made the decision themselves<\/td><\/tr>\n        <tr><td data-l=\"\">2<\/td><td data-l=\"We ask\"><b>Told openly?<\/b> Do they talk about themselves or about \u201cpeople in general\u201d?<\/td><td data-l=\"weak\">generalities, a front<\/td><td data-l=\"strong\">honest self-observation<\/td><\/tr>\n        <tr><td data-l=\"\">3<\/td><td data-l=\"We ask\"><b>Specific moments?<\/b> Are there scenes with a place and a time?<\/td><td data-l=\"weak\">only opinions<\/td><td data-l=\"strong\">situations you can date<\/td><\/tr>\n        <tr><td data-l=\"\">4<\/td><td data-l=\"We ask\"><b>Dug into the trigger?<\/b> Why exactly on that day?<\/td><td data-l=\"weak\">trigger remains unclear<\/td><td data-l=\"strong\">trigger clearly worked out<\/td><\/tr>\n        <tr><td data-l=\"\">5<\/td><td data-l=\"We ask\"><b>The whole story?<\/b> What pushed, what drew them in, what held them back, what kept them hanging on, from the first thought through to use?<\/td><td data-l=\"weak\">gaps, no follow-up questions<\/td><td data-l=\"strong\">everything asked, no loose ends<\/td><\/tr>\n      <\/tbody>\n    <\/table>\n    <div class=\"ka-nach\">\n    <p class=\"body\">If an interview doesn\u2019t capture a buying decision, we don\u2019t analyse it and tell you why. That always applies in three cases: 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\u2019s no verbatim recording or transcript, only notes taken during or after the conversation.<\/p>\n    <p class=\"body\">You get our feedback in any case, in words and with its point in the conversation. And it\u2019s about how the conversation was led, not about the person who led it. In other words: it isn\u2019t a report card; it shows you where your next interview can yield more. And if none of your interviews holds up, you get your money back.<\/p>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 6 Was enthalten ist -->\n<section class=\"abschnitt umfang weiss fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What\u2019s included, and what isn\u2019t.<\/h2><\/div>\n    <div class=\"raster spalten\">\n      <div class=\"l\">\n        <p class=\"t\">Included:<\/p>\n        <ul class=\"liste\">\n          <li>transcribing your recordings, on our own computers.<\/li>\n          <li>checking every interview before we analyse it.<\/li>\n          <li>for every interview that holds up: analysis, Wheel analysis and Wheel of Progress poster, as a PDF.<\/li>\n          <li>an overview across your interviews, as a hypothesis.<\/li>\n          <li>our feedback on how you conducted each interview.<\/li>\n          <li>handover and a 60-minute results call with you.<\/li>\n          <li>what these cases suggest for your decision, as a hypothesis.<\/li>\n          <li>the analysis in German or English, as you prefer, even across languages: an English interview analysed in German, or the other way round.<\/li>\n          <li>on request: evidence brief, the story as a separate document, whiteboard files and the pseudonymised transcript.<\/li>\n        <\/ul>\n      <\/div>\n      <div class=\"r\">\n        <p class=\"t\">Not included:<\/p>\n        <ul class=\"liste\">\n          <li>new interviews. We conduct those in the Buying-Reason Finding or in the sprint.<\/li>\n          <li>interviews from different projects in one engagement.<\/li>\n          <li>more than three interviews in one engagement. If you have more, we pick the three most promising during the first look, or it becomes a sprint.<\/li>\n          <li>an analysis based on notes taken during or after the conversation, because they lack the verbatim evidence.<\/li>\n          <li>interviews in languages other than German and English.<\/li>\n          <li>segments, personas or statements about all your customers.<\/li>\n          <li>an action plan or a concept. Working out what needs doing is the sprint\u2019s job.<\/li>\n          <li>a course in interviewing. The feedback shows you what was good about your interviews and what wasn\u2019t. But how to conduct interviews is something you learn in our <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">training<\/a>.<\/li>\n          <li>interviews that an agency conducted for its clients and wants to pass on.<\/li>\n        <\/ul>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 7 Zusagen -->\n<section class=\"abschnitt zusagen weiss fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What we promise, and what we don\u2019t.<\/h2><\/div>\n    <div class=\"zeilen\">\n      <div class=\"zeile\"><p class=\"lead\">Promised: we look at what you describe and tell you openly if it isn\u2019t a fit.<\/p><p class=\"a\">Then there\u2019s no invoice. And we check every interview before we analyse it. If none holds up, you get your money back. Two working days after we have everything, the analysis is ready, with our feedback on how you conducted your interviews. And the results call with you.<\/p><\/div>\n      <div class=\"zeile\"><p class=\"lead\">Not promised: that every interview holds up to analysis.<\/p><p class=\"a\">The first look only sees your description, because no file comes to us before the engagement. And some gaps only show up in the full conversation. If an interview doesn\u2019t capture a buying decision, we don\u2019t analyse it, and you get our feedback on it instead. That way you know how to make the next interview hold up.<\/p><\/div>\n      <div class=\"zeile\"><p class=\"lead\">Not promised: a statement about all your customers.<\/p><p class=\"a\">Three interviews are three cases.<\/p><\/div>\n      <div class=\"zeile\"><p class=\"lead kb-voll\">And not promised: any effect on your revenue, because you decide what you do with the analysis.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 8 Preis -->\n<section class=\"abschnitt invest navy fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <h2>\u20ac1,900 \u2013 and when it drops to zero.<\/h2>\n      <div class=\"einl\"><p class=\"body\">For comparison: the sprint, in which we conduct and analyse the interviews ourselves until there\u2019s a pattern for your decision, starts at \u20ac16,500 net. The Buying-Reason Analysis is the step before that, with your own material. And if you go further, it is credited in full there.<\/p><\/div>\n      <div class=\"einl2\"><p class=\"body\">\u20ac1,900 net, fixed price \u00b7 up to three interviews from one project \u00b7 \u20ac0 extra if you book the sprint within 30 days.<\/p><\/div>\n    <\/div>\n    <table class=\"kb-tabelle preis\">\n      <colgroup><col class=\"c1\"><col class=\"c2\"><\/colgroup>\n      <thead><tr><th>If \u2026<\/th><th>you pay for the analysis<\/th><\/tr><\/thead>\n      <tbody>\n        <tr><td data-l=\"If \u2026\">you book the sprint within 30 days of the results call<\/td><td class=\"urteil\" data-l=\"you pay for the analysis\">\u20ac0 extra. The \u20ac1,900 is credited in full.<\/td><\/tr>\n        <tr><td data-l=\"If \u2026\">none of your interviews holds up to analysis<\/td><td class=\"urteil\" data-l=\"you pay for the analysis\">\u20ac0. You get your money back, plus our feedback on every interview.<\/td><\/tr>\n        <tr><td data-l=\"If \u2026\">only some of your interviews hold up to analysis<\/td><td class=\"urteil\" data-l=\"you pay for the analysis\">\u20ac1,900 net for analysing those. For the rest, you get our feedback.<\/td><\/tr>\n        <tr><td data-l=\"If \u2026\">you take the analysis and leave it at that<\/td><td class=\"urteil\" data-l=\"you pay for the analysis\">\u20ac1,900 net. The analysis is yours.<\/td><\/tr>\n      <\/tbody>\n    <\/table>\n    <p class=\"lead satz\">In short: <b>the \u20ac1,900 only stays on the bill if you have your analysis and go no further. And then you\u2019ve turned your own work into a clear answer instead of leaving it lying around.<\/b><\/p>\n    <div class=\"raster kb-kauf\">\n      <div class=\"l\">\n        <p class=\"klein\">\u20ac1,900 net (plus VAT where applicable) \u00b7 for customers in Germany: \u20ac2,261.00 including 19% VAT \u00b7 payment in advance by invoice, with the confirmation of the engagement.<\/p>\n        <p class=\"klein\">This offer is for businesses only.<\/p>\n      <\/div>\n      <div class=\"r\">\n        <div class=\"cta\"><a class=\"knopf\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Buying-Reason%20Analysis\">Tell us what you have<\/a><\/div>\n        <p class=\"body\">Or write to us directly at <a class=\"textlink\" href=\"mailto:jtbd@oberwasser-consulting.de\">jtbd@oberwasser-consulting.de<\/a>.<\/p>\n        <p class=\"body\">Do you conduct interviews on an ongoing basis? For teams, there are volume allowances and packages. <a class=\"textlink\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Volume%20allowance%20\/%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%20allowance%20or%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 allowance \u2192<\/a><\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 9 Datenschutz -->\n<section class=\"abschnitt schutz einord kuehl fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Your interviews stay yours. Here\u2019s how we handle them.<\/h2><\/div>\n    <ul class=\"liste\">\n      <li>The interviews belong to you, and the rights to them remain with you.<\/li>\n      <li>Whether we may receive them is for your interviewees to decide. So before the first file comes to us, you confirm to us in writing that they have agreed to the recording and to it being passed on to a service provider.<\/li>\n      <li>Before you send us a single file, we sign a data processing agreement.<\/li>\n      <li>We transcribe your recordings exclusively on our own computers. No external transcription or cloud service gets them.<\/li>\n      <li>We delete recordings and transcripts 30 days after the results call, or sooner if you wish. And those 30 days are also your deadline for the sprint. If you book it within that time, your material stays with us until the end of the sprint, 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.<\/li>\n      <li>The analysis itself is pseudonymised, and we keep it for ten years.<\/li>\n      <li>We only analyse for you, not for a third party to whom the analysis is passed on under another name.<\/li>\n    <\/ul>\n  <\/div>\n<\/section>\n\n<!-- 10 FAQ -->\n<section class=\"abschnitt faq weiss fb\" id=\"faq\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Frequently asked questions<\/h2><\/div>\n    <div class=\"zeilen\">\n      <div class=\"zeile\"><h3 class=\"lead\">What if my interviews aren\u2019t good enough?<\/h3><p class=\"a\">Then we tell you before we analyse. Once they\u2019ve arrived, we assess every interview before we analyse it. And 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 interview. If none holds up, you get your money back. And 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 our <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">training<\/a> how to conduct it yourself.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Do they have to be Jobs to Be Done interviews?<\/h3><p class=\"a\">No. But every interview has to trace one person\u2019s specific purchase, switch or decision to walk away: the moment they started looking, and what finally made them buy or walk away. If it wasn\u2019t conducted along Jobs to Be Done lines, the analysis is often thinner, and the feedback on how you conducted the interview 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. And we clarify that during the first look, based on your description.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">What form does my material need to be in?<\/h3><p class=\"a\">Ideally recordings, as audio or video. We transcribe them on our own computers, and every quote remains verifiable against the original audio. What matters is sound quality good enough to understand every word. A verbatim transcript works just as well, as long as it shows who says what, that is, with speaker labels. Then we check against the transcript. But notes taken during or after the conversation aren\u2019t enough for an analysis, because they lack the verbatim evidence. And the conversations should have been conducted in German or English. You\u2019re free to choose which language you get the analysis in: German or English, regardless of which of the two the interview was conducted in.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">I have more than three interviews.<\/h3><p class=\"a\">Then get in touch anyway. There are two routes: during the first look, we use your description to pick the three most promising and analyse them. Or you go for the <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">sprint<\/a>. With that many, it\u2019s worth asking whether you\u2019re looking for a pattern rather than individual cases, because that\u2019s exactly what the sprint is for. And we clarify that during the first look.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">What\u2019s the difference from the Buying-Reason Finding?<\/h3><p class=\"a\">In the Buying-Reason Finding, we find a real buyer, conduct the interview ourselves and set it against your assumptions. Here, though, you\u2019ve already conducted the interviews, and we analyse them. Same price, different starting point. So the choice comes down to whether you already have material.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Why not go straight to the sprint?<\/h3><p class=\"a\">You can. If you know you need a pattern, the <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">sprint<\/a> is the direct route. But 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><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Can\u2019t I analyse them myself?<\/h3><p class=\"a\">You can. And anyone who does their own analysis learns a lot along the way. If you want to master it, our <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">training<\/a> is the better route. The analysis is for when a decision is coming up and you don\u2019t want to put it off just because there\u2019s no time for analysis right now. And for when you want to find out along the way how well your interviews were conducted.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Am I even allowed to pass the recordings on?<\/h3><p class=\"a\">That\u2019s for your interviewees to decide, not us. 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 arrives. And before that, we sign the data processing agreement. But if that consent is missing, don\u2019t send us the recordings.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">I\u2019m an agency and conducted the interviews for a client.<\/h3><p class=\"a\">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      <div class=\"zeile\"><h3 class=\"lead\">Where do my recordings end up?<\/h3><p class=\"a\">They\u2019re transcribed on our own computers, and only there. No external service gets them to transcribe. When we send you the data processing agreement, we also tell you how to send them to us. And 30 days after the results call, we delete recordings and transcripts, or sooner if you wish. If you book the sprint within that time, only after the sprint has ended.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 11 Abschluss -->\n<section class=\"schlussteil navy fb\" id=\"anfragen\">\n  <div class=\"wrap\">\n    <h2>Tell us first what you have.<\/h2>\n    <div class=\"raster kauf\">\n      <div class=\"l\"><p class=\"zahl\">\u20ac1,900<\/p><p class=\"u klein\">net (plus VAT where applicable) \u00b7 for customers in Germany: \u20ac2,261.00 including 19% VAT \u00b7 up to three interviews from one project \u00b7 analysis two working days after we have everything.<\/p><\/div>\n      <div class=\"r\">\n        <p class=\"vorab\">A short email is enough: how many interviews, what they were about, which decision is coming up and what form the material is in. Don\u2019t send any files yet, because they only come to us after the data processing agreement and your assurance. So first we tell you whether it\u2019s a fit, and only then do things move forward.<\/p>\n        <div class=\"cta\"><a class=\"knopf\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Buying-Reason%20Analysis\">jtbd@oberwasser-consulting.de<\/a><\/div>\n      <\/div>\n    <\/div>\n    <div class=\"wege\">\n      <div><b>Do you conduct interviews on an ongoing basis, as a team or every month?<\/b><p>Then let\u2019s talk about a volume allowance or a package, tailored to your rhythm. Just tell us roughly how many interviews you conduct and who conducts them: <a class=\"textlink\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=Volume%20allowance%20\/%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%20allowance%20or%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 allowance \u2192<\/a><\/p><\/div>\n      <div><b>You don\u2019t have any interviews yet?<\/b><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">See the Buying-Reason Finding \u2192<\/a><\/p><\/div>\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. Your interviews, analysed by us. Plus concrete feedback on how well they were conducted. You\u2019ve spoken to your customers yourself, and we\u2019d never advise anyone against that. But between the recording and what it tells you lies the analysis, and that tends to get put off because [&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":"Have your customer interviews analysed: two working days after we have everything, with feedback on how they were conducted. \u20ac1,900 net. 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