What is JTBD Research?
JTBD Research, or Jobs to Be Done research, is a qualitative methodology focused on understanding the underlying motivations and circumstances that lead consumers to purchase or use a specific product or service. Instead of focusing solely on demographics or product features, this approach delves into the ‘job’ a customer is trying to accomplish in their life.
This methodology posits that customers ‘hire’ products or services to get specific ‘jobs’ done. Understanding these jobs provides deep insights into customer needs, pain points, and desired outcomes. The core principle is to uncover the context and causality behind a purchasing decision, moving beyond superficial ‘why’ questions to a more profound understanding of the customer’s situation.
The insights gained from JTBD research can significantly inform product development, marketing strategies, and innovation efforts. By focusing on the customer’s ultimate goals, businesses can create solutions that are more aligned with actual market demand and deliver superior value. This approach helps to avoid developing features that customers do not need or marketing products in ways that do not resonate with their core motivations.
JTBD Research is a framework and methodology for understanding customer behavior by identifying the fundamental ‘jobs’ or goals customers are trying to achieve in their lives, which drives their purchasing decisions.
Key Takeaways
- JTBD Research focuses on understanding the ‘job’ a customer is trying to accomplish, rather than just demographics or product features.
- It emphasizes the circumstances and underlying motivations that drive purchasing decisions, treating products as solutions to specific ‘jobs.’
- This methodology provides deep insights into customer needs, pain points, and desired outcomes, informing product innovation and marketing.
- By uncovering the causality behind buying decisions, businesses can develop more relevant and valuable solutions.
Understanding JTBD Research
The Jobs to Be Done framework was popularized by Clayton Christensen and has roots in economic theory and innovation research. It suggests that people buy products and services not because of their attributes but because they have a job to be done. This job is the progress that an individual is trying to make in a given circumstance.
For example, a person might ‘hire’ a fast-food milkshake not for its nutritional value or taste alone, but to alleviate boredom on a long, commute, or to provide a treat for their child. The ‘job’ might be ‘making my morning commute less boring’ or ‘keeping my child entertained during a long car ride.’ Understanding these underlying jobs allows companies to innovate more effectively.
JTBD interviews are structured to uncover the ‘struggle’ a customer experiences before they ‘hire’ a solution. Researchers explore the entire customer journey, from the moment the need arises, through the search for solutions, the decision-making process, and the post-purchase experience. This comprehensive view helps identify unmet needs and opportunities for improvement.
Formula
There is no mathematical formula associated with JTBD Research. It is a qualitative research methodology based on understanding customer motivations, circumstances, and desired outcomes through in-depth interviews and observational studies.
Real-World Example
Consider the innovation of the Netflix streaming service. Prior to Netflix, the ‘job’ of watching a movie at home was often hampered by late fees, limited selection, and inconvenient trips to the video store. Customers ‘hired’ Blockbuster for this job, despite its drawbacks.
Netflix identified the underlying ‘job’ was to have convenient, affordable, and broad access to entertainment content at home, without the frustrations associated with physical media. They ‘hired’ DVDs by mail to solve this, and later, streaming to address the job even more effectively. The ‘job’ was not simply ‘renting a movie,’ but ‘to be entertained conveniently at home.’
This focus on the job allowed Netflix to disrupt the existing market and eventually move beyond physical media entirely, recognizing that the core need was access and convenience, not the format itself.
Importance in Business or Economics
JTBD Research is crucial for businesses aiming for true innovation and customer-centricity. It helps organizations move beyond incremental improvements and develop truly disruptive products or services that address fundamental customer needs.
By understanding the ‘why’ behind customer behavior at a deeper level, businesses can avoid wasted resources on features or products that do not resonate with actual customer jobs. This leads to more efficient product development cycles, more effective marketing campaigns, and ultimately, higher customer satisfaction and loyalty.
In economics, it provides a behavioral lens through which to understand consumption patterns and market dynamics. It suggests that economic actors make choices based on achieving progress in specific life circumstances, influencing demand and market structure.
Types or Variations
While the core methodology remains consistent, JTBD research can be applied in various ways:
- Product Development JTBD: Focused on identifying new product opportunities or improving existing ones by understanding the jobs customers need done.
- Marketing JTBD: Used to craft messaging that resonates with customers’ core motivations and desired outcomes.
- Service Design JTBD: Applied to improve customer experiences by understanding the jobs customers are trying to accomplish when interacting with a service.
- Innovation JTBD: A broader application to identify entirely new markets or business models by uncovering unmet jobs.
Related Terms
- Customer Journey Mapping
- Value Proposition Design
- Behavioral Economics
- Qualitative Research
- User-Centered Design
Sources and Further Reading
- Christensen, C. M., & Elmquist, M. (2009). Competing Against Luck: The Story of Innovation and Customer Choice. Harper Business.
- Christensen, C. M., Moller, C., & Johnson, A. (2005). The Innovator’s Solution: Putting the Right Innovation to Work. Harvard Business School Press.
- Ulwick, A. W. (2005). What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services. McGraw-Hill.
- An introduction to Jobs To Be Done by Intercom: https://www.intercom.com/blog/jobs-to-be-done/
Quick Reference
Core Concept: Customers ‘hire’ products/services to perform specific ‘jobs’ to make progress in their lives.
Focus: Understanding the circumstances, motivations, and desired outcomes driving purchasing decisions.
Methodology: Primarily qualitative, involving in-depth interviews and observational studies.
Goal: To uncover unmet needs and inform product development, marketing, and innovation.
Key Figures: Clayton Christensen, Tony Ulwick.
Frequently Asked Questions (FAQs)
What is the main difference between JTBD and traditional market research?
Traditional market research often focuses on demographics, psychographics, and stated preferences. JTBD research, however, delves deeper into the underlying ‘job’ or progress a customer is seeking, and the circumstances driving their decision. It moves beyond ‘who’ is buying to understand ‘why’ they are buying in a specific context, focusing on the causality of the purchase rather than just correlation.
How is JTBD research conducted?
JTBD research is typically conducted through in-depth, unstructured interviews with customers. The goal is to uncover the customer’s story, focusing on the first time they felt the need, their search for solutions, their decision-making process, and their experience with the chosen product or service. Researchers look for patterns in the circumstances and struggles that lead to a purchase, aiming to identify the core ‘job’ the customer is trying to get done.
Can JTBD research be used for B2B products?
Yes, JTBD research is highly applicable to B2B products and services. In a business context, the ‘job’ might relate to improving operational efficiency, reducing costs, increasing revenue, meeting regulatory requirements, or enhancing employee productivity. Understanding the specific business challenges and desired outcomes that a B2B solution helps address is critical for successful product development and sales in the business-to-business market.