What happens if we approach customers as they are buying their theatre ticket asking them about their motivation for the purchase? What happens if we apply a method traditionally used in the development of products such as milkshakes and cars to something as complex and personal as a theatre experience? A Suitcase of Methods and the Department of Strategic Analytics at the Royal Danish Theatre have tried out a new method. As part of our exploration of different methods providing insight into audiences’ experienced relevance we carried out 15 interviews with customers based on the American method for marketing analysis, Jobs-to-be-done. Read about the study and our reflections in our report #7 Jobs-to-be-done – A new method to learn more about reasons for ticket purchases.