Guides synthesizing raw qualitative user research into defensible themes using affinity mapping (the KJ method) and conducting Jobs-to-be-Done "Switch" interviews about past purchase decisions. Use when the user asks to "affinity map these notes", "synthesize interview findings", "cluster these observations into themes", "run a JTBD interview", "find out why customers switched to us", or reviews raw interview transcripts, support tickets, or survey verbatims for patterns.
