Applying JTBD to a Meal-Kit Subscription's Month-2 Churn

A meal-kit subscription service loses a large share of customers right after month 2. The team's persona — "Busy Professional, age 28-40, high income" — doesn't explain the pattern: some demographically identical 28-40 professionals stay subscribed for years, while others in the exact same bracket cancel right at month 2.

1. Using Jobs-to-be-Done, what would you ask 8-10 canceling customers to uncover the underlying job, and what would you probe across its functional, emotional, and social dimensions?
2. Referencing the core lesson of the milkshake study, explain why the current age/income persona fails to explain this churn pattern.
3. Propose a plausible JTBD-based hypothesis for why churn concentrates at month 2, and explain how it would change the retention strategy compared to a persona-based approach like "target more busy professionals."