JTBD or jobs-to-be-done framework is the method to study and examine customers’ requirements and attitudes. About JTBD theory, to understand what job our customers want to get done. Product research with Jobs To Be Done can identify opportunities to reduce, reuse, recycle, and refurbish products, which can lead to more sustainable product design and development. This theory is very beneficial when it comes to planning and innovating marketing strategies to cater to our product with the greatest convincing power.
Companies after having a good product, quality, service, website, and marketing strategies couldn’t get enough engagement and sales. This is because of not studying their audience sufficiently. Not knowing your audience can lead to wrong marketing strategies which is a waste of time and capital.
Let us see how JTBD theory works in product research.
Researching products with JTBD
The JTBD framework says to know your customer well. Here you can know your customer by reviewing and understanding them, later segmenting them into different groups likely to their similarity. Our aim here is to enhance the consumers’ experience and deliver great value to them.
Know your customer with the JTBD framework
The JTBD framework helps us to understand our customers’ behavior by acknowledging social, fictional, and emotional factors. One can use the JTBD framework to structure the interview and pin down their response. According to entrepreneur and author Guerric de Ternay, the JTBD framework can be used with two aims:
- To know what are the customer’s requirements.
- To give customers captivating interest.
Let’s have a look at how we can use JTBD theory and analyze our customers and market.
Know your audience
According to JTBD theorists, they suggest dividing your customers into three categories:
- This category is for those who want to get the foundation or core job done.
- This category is for the backbone team, these customers are blooming in your field every season. These are your support team. They are there from installing the product to discarding it.
- These are the ones whose aim for buying the product is related to finance.
Analyze your customer and fit them in the category they are most likely to. This analysis is beneficial in knowing your audience and catering to them the message according to their job to be done.
Construct your plan
When you are done with categorizing your audience, try to find out what task they want to accomplish with your product, and construct a plan accordingly. Each person’s function is likely to have several different “jobs.” The study must be as thorough as feasible. To succeed in the competitive NFT market in 2023, creators and businesses should use product research. An individual may have many of your competitive products to achieve one job, therefore it is very important to plan your marketing strategies wisely. It’s important to know your audience’s views deeply, JTBD guides you on how you can interview your audience to get the best outcomes.
A simple and deep question to ask ‘what is the overall goal you are trying to achieve?’ and try to analyze based on the last experience your customer wants to get through your product. Constructing your plan will help you to organize your data and analysis, so you can organize your available information and plan.
Look for possible opportunities
Our next step will be to prioritize the best possible opportunities. Let’s know how we can look for these opportunities:
- Where is the most requirement in the target audience? In this, your product or service is essential to perform a job.
- What jobs does your audience perform with your task frequently?
- Is your audience satisfied with your product?
- This one’s for product development- whether your audience is satisfied with the existing solution to the problem.
All these steps will help you to know the full potential of your product in the market. planning suitable strategies according to your audience’s needs that will show a hike in sales and engagement.
Few examples of JTBD
Jobs-to-be-done have shown phenomenal results, here are a few examples listed that have successful results of JTBD.
I-pod:
Here’s another illustration of how I illustrate the distinction between a “job” and a “benefit”.
when Apple originally made the iPod. It employed the tagline “1,000 songs in your pocket,” which has become a marketing case study.
People at the time were unaware of the significance of the feature “5 GB” to them. Everyone could immediately notice the advantage by changing “storage size” to “number of songs stored”.
We have tasks to complete, such as motivating ourselves to run by listening to music.
We were accustomed to employing a large Walkman in that situation. In 1994.
Typical work to be done: motivation while engaging in athletics. In 1994, the position remained the same Example of a task to be completed: Being inspired to engage in physical activity.
In both 1994 and 2001—the year the iPod was introduced—the position remained the same. People still desired to make the same advancement: to motivate themselves while running with music. Optimize employee training by using Jobs To Be Done research to identify the skills and knowledge that employees need to successfully complete their jobs. A sample of a task to be completed. However, the iPod has better features, which translates to better advantages. Overall, the user experience is more effectively designed to help you feel encouraged to run. The iPod is more portable, simpler to use, and lets you save 12 pieces of music from many CDs on your playlist. You don’t have to bother changing the CD or listening to the same music repeatedly.
Milkshake
This is the JTBD framework example that has been read the most. The result of Clay Christensen’s observation was this milkshake. To determine why individuals prefer milkshakes over bagels or dugouts for the morning, a fast food chain used the job framework.
Consequently, they learned that milkshakes were comparatively orderly and satisfying and that sucking a thick liquid through a thin straw provided consumers with something to do while driving throughout their tedious trip. The business may then react by making a morning milkshake that was thicker and more intriguing (containing pieces of fruit) than its forerunner.
Adopting the JTBD strategy might save a lot of time and effort for an organization that now spends a lot of resources researching personas.
To sum up, the JTBD framework excels at communicating epics, and the development of job experiences is incredibly helpful in determining what a user might anticipate from utilizing a product feature.
Author Bio:
Riya Vaishnav is a passionate young blood, fond of exploring and learning new skills. She writes about lifestyle, healthy living, and marketing. Besides, she is intrigued by fashion, food, and natural aesthetics. She has written for THRV – Job to be done.
