{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fuibreakfast.simplecast.com%2Fepisodes%2Fepisode-30-describing-customer-08c4ba02","width":444,"version":"1.0","type":"rich","title":"Episode 30: Describing Customer Motivation (Jobs to Be Done) with Eric White","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/6cd165/6cd16543-f849-4954-85c0-9d1cc1460e2d/1394eb96-088a-422a-a5ca-b78cbc82db33/1470906301artwork.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"<iframe src=\"https://player.simplecast.com/1394eb96-088a-422a-a5ca-b78cbc82db33\" height=\"200\" width=\"100%\" title=\"Episode 30: Describing Customer Motivation (Jobs to Be Done) with Eric White\" frameborder=\"0\" scrolling=\"no\"></iframe>","height":200,"description":"Discovering customer motivation is the core part of UX research! Today you'll learn to do it using Jobs to Be Done methodology (JTBD). Our special guest is Eric White, a customer-insight consultant who helps businesses understand why their customers buy. You'll discover the JTBD principles, and learn how to run an effective customer interview."}