The Jobs To Be Done template is useful in various scenarios. Here are a few examples of when to use it:
Product development
Use the template to understand the core jobs customers are trying to accomplish with your product. This insight can guide product improvements and new feature development.
Market research
Employ the template to uncover customer motivations, pain points, and desired outcomes. This information helps identify gaps in the market and opportunities for innovation.
Customer segmentation
Use the template to identify different customer segments based on the jobs they are trying to accomplish. This allows for targeted marketing and personalized messaging.
Competitive analysis
Compare the jobs your product fulfills with those of competitors. This analysis helps identify unique selling points and areas for differentiation.
A Jobs to Be Done example explained
Example: Hiring a Streaming Service for Entertainment
Job: "I want to relax and be entertained with a variety of shows and movies."
Motivation: The customer seeks to unwind, escape, and enjoy quality entertainment at their convenience.
Needs: The customer desires a vast selection of content across different genres, easy access to their favorite shows and movies, personalized recommendations, and the ability to watch on multiple devices.
Potential Solutions: Streaming services like Netflix, Hulu, or Disney+ provide a wide range of shows and movies available on-demand, allowing customers to choose what they want to watch, when they want to watch it. These services offer personalized recommendations based on viewing history and preferences, making it easier for customers to discover new content. Additionally, they provide the flexibility to watch on smartphones, tablets, smart TVs, and other devices, giving customers the freedom to enjoy entertainment wherever and whenever they prefer.
By understanding this job and its associated motivations and needs, streaming services can tailor their offerings to provide an optimal user experience, meet customer expectations, and differentiate themselves in a competitive market.
How to capture research insights with the Jobs To Be Done template
Capturing research insights with the Jobs To Be Done template involves several stages to gain a comprehensive understanding of customer needs and motivations. Here's a detailed breakdown:
Stage 1: Demand Creation
Conduct interviews with recent buyers, specifically those who have switched to your product or service. Explore how they became aware of the need for a solution, what challenges they faced, and the triggers that led them to seek a new product. Identify the specific circumstances or events that created the demand for a solution.
Stage 2: Desired Progress
Focus on understanding the desired progress or outcomes customers are seeking when using your product or service. Dive deeper into their goals, aspirations, and the improvements they hope to achieve by using your offering. Identify the specific benefits, outcomes, or results they expect to experience, as well as any metrics they use to measure progress.
Stage 3: Hiring
Examine the process through which customers "hire" your product or service to fulfill their needs. Identify the criteria they used to evaluate options, the factors that influenced their decision-making, and the specific jobs they expected your offering to perform. Understand the trade-offs they considered and the reasons behind choosing your product over alternatives.
By separating your research findings into these stages, you gain a holistic view of the customer journey and can identify key insights related to demand creation, desired progress, and the hiring process. These insights help inform product development, marketing strategies, and overall customer-centric decision-making.
