In the realm of market research and insights, understanding what truly drives customer choices is crucial. In the latest episode of Conversations for Research Rockstars, host Kathryn Korostoff dives into the Jobs to Be Done (JTBD) framework, a tool that has been embraced by leading companies across industries—from CPG brands to tech giants—for uncovering opportunities for innovation and differentiation. This article summarizes the key insights from the episode, focusing on the potential of JTBD for market research professionals.
JTBD: Beyond Superficial Product Needs
At the core of JTBD is the quest to understand customers and their deeper aspirations and motivations. Unlike approaches that may focus on overly rationalized product requirements, JTBD encourages researchers to explore the underlying "jobs" customers hire products to do. Does the customer want a refrigerator with three doors, or one that facilitates worry-free meal preparation by keeping fresh ingredients in their ideal state? Identifying the need for three doors is a lot simpler than uncovering the deeper, potentially more emotionally motivated need to aid meal prep for the home cook who truly values fresh ingredients.
The JTBD framework is very well documented in the book of the same name, written by the framework’s creator, Anthony Ulwick, CEO of Strategyn, Ulwick’s insights, grounded in years of research and outlined in his influential book, suggest that understanding these deeper jobs can lead to significant opportunities for innovation and differentiation.
Applying JTBD: A Framework for Insight
Applying the JTBD framework starts with the concepts of the job map and job statement. These tools help researchers systematically explore and define the complete customer experience, from initial need recognition to product retirement. By volunteering her journey of purchasing a new car as an example, Kathryn demonstrates how the job map can uncover specific (and less obvious) aspirations, such as the desire for dignity and independence in car maintenance experiences.
For brands, the implications of applying JTBD are great. It’s not merely about addressing customer needs but about resonating with their deeper aspirations, which can significantly improve product development, messaging, segmentation, and service offerings.
The episode explores JTBD as a strategic tool in the market researcher’s toolkit. By moving beyond surface-level demand drivers and selection criteria to uncover the real jobs customers need products to perform, researchers can guide more effective product development, marketing strategies, and customer experiences. JTBD isn’t just about selling products; it’s about fulfilling the deeper aspirations of customers, thereby creating more meaningful and lasting connections.
Be sure to check out the episode on YouTube, Apple podcasts, or Spotify.
