Jobs to be Done as a Framework for Customer Insights

About this episode

This episode explores the Jobs to be Done framework and its application in understanding customer motivations and decision-making.

In this episode, we explore the Jobs to be Done (JTBD) framework, a model embraced by many companies, including leading CPG brands, financial services, tech companies, and more. Your host, Kathryn Korostoff, gives you a brief overview of what JTBD is and how market researchers can use it to move beyond a superficial understanding of customer needs. Whether it's for physical products or services, understanding the real motivations behind purchases and brand choices is crucial. In professional market research, we know that customer decision-making is seldom rational and often more complex than it appears. While there are various frameworks we can use to gain deeper customer insights, JTBD is a useful framework for identifying innovation, differentiation, and segmentation opportunities. What is the customer's ultimate aspiration for using this product or service? What are they trying to accomplish? In this episode, examples illustrate the model's potential, using examples from cars, refrigerators, and coffee makers. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include…

People in this episode

Host: Kathryn Korostoff

Topics covered

• Jobs to be Done
• customer insights
• market research
• innovation
• differentiation
• segmentation

Keywords

• CPG brands
• financial services
• tech companies
• customer needs
• purchase motivations

Mentioned in this episode

Products: JTBD, cars, refrigerators, coffee makers

Books & works: Conversations for Research Rockstars

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