Thanks for the series, I like to hear about different approaches. While I don’t tend to characterize the technique myself as “Switch”, I get why it’s billed that way and our team did work with ReWired to learn the interview and analys…
Thanks for responding, Jay. I agree, I don’t love this name but I don’t think there’s another good descriptor floating out there.
I did hear that the technique was originally known as CCR — Customer Case Research — but I figured most people were familiar with the ReWired group’s Switch interview research & training.