Jobs to be done (JTBD)

What is Jobs To Be Done (JTBD)?

JTBD is a framework that focuses on understanding why customers “hire” a product or service to accomplish a specific task or achieve a particular outcome in their lives. It looks beyond product features to understand the underlying motivations and desired end results.

How does a JTBD survey differ from traditional customer surveys?

While traditional surveys often focus on customer satisfaction or product features, JTBD surveys dig deeper into customer motivations, the context of product use, and the outcomes customers are trying to achieve. They aim to uncover the “job” your product is being “hired” to do.

What insights can I gain from a JTBD survey?

JTBD surveys can reveal:

• the real reasons customers choose your product.
• unmet needs in the market.
• opportunities for innovation.
• how your product fits into customers’ lives.
• potential new use cases for your product.

How can JTBD insights help improve my product?

JTBD insights can guide product development by:

• informing feature prioritization.
• identifying new market opportunities.
• improving marketing messaging.
• enhancing user experience to better fulfill the “job”.
• differentiating your product from competitors.

Who should I target with my JTBD survey?

1. New users: Users who have recently started using your product or similar products. They can provide fresh insights into their decision-making process and initial expectations
2. Long-term users: Customers who have been using your product for an extended period. They can offer valuable information about how the product fits into their routines and its long-term benefits.
3. Churned customers: People who stopped using your product. They can provide crucial feedback on unmet needs or jobs that your product failed to accomplish.
4. Potential customers: Individuals in your target market who haven’t used your product yet. They can give insights into current solutions they’re using and unmet needs.
5. High-value customers: Users who frequently engage with your product or generate significant revenue. Understanding their needs can help you retain and attract similar high-value users
6. Users across different segments: If your product serves various user types or industries, include representatives from each major segment to get a comprehensive view.
7. Decision-makers: In B2B contexts, include both end-users and those who make purchasing decisions, as their “jobs to be done” may differ.

The key is to get a diverse range of perspectives while focusing on those who can provide the most relevant insights for your product development and improvement goals. Aim for a mix that represents your current and desired user base.