The concept of Jobs-to-be-done (JTBD) is based on the customer's actual need to complete a job - i.e. a specific task. To this end, he selects those products that enable him to fulfill his job in the best possible way.
The concept of Jobs-to-be-done (JTBD) is based on the customer's actual need to complete a job - i.e. a specific task. To this end, he selects those products that enable him to fulfill his job in the best possible way.
JTBD as the basis for developing better products and services
A deep understanding of the challenges that customers face when completing their job reveals potential for innovation. By quantifying customer needs, innovations become predictable and marketing efforts become more targeted.
Instead of examining the product, we analyze the job that a specific target group is trying to accomplish by using a product.
An example of JTBD in practice
1. Determining the focus - customer group and task
2. Recruiting participants from the customer group
3. Intensive survey of the needs of the customer group
4. Recognizing unmet needs
5. Derive customized strategies
An electrical machine manufacturer wants to help craftsmen perform their job of laying a cable in a wall much better in future.
To better understand their needs, selected craftsmen are invited to take part in in-depth interviews. These include both professionals who regularly lay cables and private DIY people who only do this job only rarely.
During the in-depth interviews, the craftsmen describe what they want to achieve when laying a cable in the wall, what costs them a lot of time and where problems can arise. For example, you want to cause minimal damage to the wall material and ensure that the cable duct runs straight, etc.
The needs identified are then assessed by a larger number of craftsmen. This reveals which of the needs are particularly relevant to them. For example, 70% of respondents are dissatisfied with uneven cable ducts and 60% of DIY enthusiasts are bothered by the fact that filler has to be disposed of when only a small amount is needed, etc.
Based on these findings, the electric machine manufacturer is expanding its wall milling machine with a guide rail that enables precise and clean milling channels. In addition, the filler already included in the product portfolio is now also available in smaller pack sizes and marketed specifically for private DIY people.
An example of JTBD in practice
1. Determining the focus - customer group and task
An electrical machine manufacturer wants to help craftsmen perform their job of laying a cable in a wall much better in future.
2. Recruiting participants from the customer group
To better understand their needs, selected craftsmen are invited to take part in in-depth interviews. These include both professionals who regularly lay cables and private DIY people who only do this job only rarely.
3. Intensive survey of the needs of the customer group
During the in-depth interviews, the craftsmen describe what they want to achieve when laying a cable in the wall, what costs them a lot of time and where problems can arise. For example, they want to cause minimal damage to the wall material and ensure that the cable duct runs straight, etc.
4. Recognizing unmet needs
The needs identified are then evaluated by a large number of craftsmen. This reveals which of these are particularly relevant. For example, 70% of respondents are dissatisfied with uneven cable ducts and 60% of DIY enthusiasts are bothered by the fact that filler has to be disposed of when only a small amount is needed, etc.
5. Derive customized strategies
Based on these findings, the electric machine manufacturer is expanding its wall milling machine with a guide rail that enables precise and clean milling channels. In addition, the filler already included in the product portfolio is now also available in smaller pack sizes and marketed specifically for private DIY people.
Innovating successfully with JTBD
Initial situation
– Current product portfolio
– Various marketing measures
– Frequent lack of focus
Understanding customer needs comprehensively
Recognizing innovation potential
Implement customer-centric strategies
Your benefit
Adaptation of existing products to actual customer needs
Development of new products and services that will help your customers do their job much better in the future
Focusing communication on product features that are relevant for specific customer groups
Align your company more strategically to the needs of your customers in the long term