Online: Customer Interviewing & Jobs-To-Be-Done - The Practical Stuff Rarely Taught

  • 24 Nov 2020
  • 5:45 PM - 7:00 PM
  • Online - details will be sent after registration


  • TPMA Annual Members, Corporate Annual Members, Sponsors who have memberships, and Student Members
  • Online events are free for all registered attendees.

Registration is closed

This was an online event.  Video is posted here.

Additional resources available: Question Design , Segmenting Markets with Jobs to be Done , Guide to Running a Research Sprint

  • Frameworks, action points, and practical ideas for conducting super successful customer interviews with a focus on product adoption triggers
  • Customer interviewing case studies from the trenches including a live “dissection” of an interview transcript (and a mini "live" interview if time permits)
  • Use-right away techniques for analysis of interview transcripts for product/marketing/UX insights honed over years of experience 


Ashley is a startup advisor, EIR, and the CEO of three companies: The Instratify Group (consulting shop), Customer-Driven Labs (small-group training & community), and the newly launched Ash & Green brand (DTC). 

Starting her career as a TV Marketer, Ashley helped networks like HBO Canada and DIRECTV successfully adopt social media in the early 2010s before going on to graduate from a top-ranked law school. For the last several years, she’s worked with organizations on customer-driven growth and product adoption from VC-backed startups to corporate innovators — organizations who’ve gone on to raise tens of millions in funding or to record-breaking product launches (even during a pandemic). A specialist in customer interviewing, Ashley has conducted hundreds — perhaps thousands — of customer interviews.

Ashley is currently working on a forthcoming book entitled Humanizing Business: Silicon Valley Secrets to Hypergrowth.

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