General Marketing
Jobs to Be Done (JTBD)
Jobs to be done is a framework that focuses on understanding the underlying task or outcome a customer is trying to achieve when they purchase a product or service. It shifts the focus from demographic profiles to functional, emotional, and social motivations.
Examples
A fast-food chain discovers through JTBD research that morning milkshake buyers are "hiring" the milkshake for a long, satisfying commute companion, not a dessert.
Best Practices
Conduct JTBD interviews focused on the timeline of events leading to purchase, identify the functional, emotional, and social dimensions of each job, and use findings to reframe your value proposition.