Describing the “jobs to be done” (JTBD) behind every consumption choice, upgrade or denial from the buyer, through consumption diaries and digital communities.

Inspiration

Making use of online communities and consumption diaries in different intensities, we seek in-depth descriptions of the JTBD (Jobs to be done).

This approach allows us to focus the attention on what the customer wants to achieve after experiencing our value proposition and touch points.

Customers tend to buy things because they are facing a problem they would like to solve. With an understanding of the "JTBD" for which customers find themselves "hiring" a product or service, companies can develop and market with greater accuracy products that can adapt to what customers “are already trying to do”.

Key questions to answer

  What is the overreaching purpose behind every purchase and repurchase?

  What are the jobs, micro-jobs and aspirations of customers behind every interaction with our value proposition?

  What is the market trying to solve when buying our product / service?

  Is our customer using other products in a complementary manner?

  What is the market looking for in this process of testing and improvising?

Key deliverables

  “Jobs to be done” - Canvas.

  “Go to market – Playbook.