How To Enhance Your Product Research With Jobs To Be Done

How To Enhance Your Product Research With Jobs To Be Done

The jobs-to-be-done concept is a robust framework for understanding customers’ needs. As well as the value of products and services. This makes the best way to serve your audience. It also helps you in your day-to-day business and personal interactions. Because you can tailor your interactions with customers, employees, and other stakeholders to their jobs to be done.

This term is often used interchangeably with customer experience. But it is essential to understand the difference between the two. Customer experience is the sum of experience a company provides to a customer when interacting with it.

The concept of JTBD is an idea that marketing consultant Anthony W. Ulwickin coined in 2016. The theory states that companies can improve the quality of their products and services by understanding the needs of their customers, not just their own needs.

This understanding is known as “the needs of the customer,” and it is the foundation of every successful product or service. The concept provides a lens through which we can better understand our world, consumer demands and the products we use every day.

So, can you enhance your product research with Jobs-To-Be-Done.

How can you enhance your product research with Jobs To Be Done?

When researching your product, you want to ensure you’re asking the right questions.

One way to do this is to use the jobs-to-be-done framework to become more intentional about the problems your customers are trying to solve.

Identifying a job is a way to find the right questions to ask your customers or prospects. You can then use those questions to guide your research and ensure you’re asking the right questions.

By understanding your customers’ needs, you can build a better product that satisfies their needs. This can help you build a better business.

When you know your customers’ needs, you can create a product that meets those needs.

1# Identifying The Jobs Customers Are Trying to Get Done:

Jobs-to-be-done can help you understand:

  • what your target customers want,
  • how much the competition offers, and
  • how that compares with your offering.

In other words, you’re asking yourself how much the customer hasn’t been asked (and answered) by another brand in the recent past. This helps you understand if there’s a better solution to meeting your customer’s needs than yours.

Of course, not every question you ask will relate to the job that your customers want to do. However, the jobs-to-be-done framework can be helpful when you want to refine your product research. By zeroing in on the specific problems your customers are trying to solve and helping you write questions that can help you get the information you need.

2# Categorize the Jobs to be Done:

As you’re conducting your product research, it’s helpful to categorize the jobs that your customers are trying to get done. This helps you zero in on the specific problems that your customers are trying to solve with your product or service. This enables you to ask the right questions and get the necessary information to build a better product that satisfies their needs. It also helps you understand your product’s or service’s value, which is crucial in the early stages of product development.

This can be done in several ways, but the best way is to list the different courses your customers use your product and the problems they’re trying to solve.

For example, if your customers use your product to book a hotel room when they travel. You can categorize their jobs as “booking a hotel room” and “traveling.” Then, you can think about the problems that arise while trying to solve these two jobs.

3# Define competitors:

You must define a few critical cases to understand how your product is used. These include:

  • for what job your product is being hired for,
  • why it got fired, and
  • why your customer switched to other solutions.

Knowing what products are in a customer’s consideration set for a Job will give you valuable insight into what products a customer considers as competition. This means that your product could compete with a bunch of different services from a diverse group of products. It will help you understand if there’s a better way to solve those problems than your current product or service.

4# Prioritize the JTBD Opportunities:

The next step is to prioritize the JTBD opportunities that you identified. This means that you want to take the most relevant opportunities to your target customers and build a product roadmap around those opportunities. This helps you understand your customers’ wants and where to focus your efforts. It also allows you to make a product roadmap that meets those needs.

You can prioritize the JTBD opportunities that are most likely to impact your business significantly. This will help you focus on the opportunities that have the highest potential for generating the most excellent value for your business.

5# List the JTBD’s Related Outcome Expectations:

During the planning phase, you should list all the related outcomes that your JTBD will achieve. Define the outcome as simply what will happen if you are successful.

For example, if your company sells flowers, you might list the outcomes as higher sales, lower costs, and increased brand visibility.

For each outcome expectation,

  • list the expectation and
  • what must happen to meet the expectation.

List the outcome as an explicit statement, not a description or question.

It’s essential to think about:

  • time,
  • cost,
  • potential errors,
  • quality,
  • dependability,
  • availability,
  • ease of use,
  • maintainability,
  • and other dimensions of satisfaction and dissatisfaction.

You can always use the outcome expectations to adapt your product, service, and business to be more customer-centric.


Jobs-to-be-done (JTBD) has been a popular framework for product researchers in the past few years, and for good reason. Also, it’s a way to think about the problems your business is trying to solve for customers. As well as the issues your customers are trying to solve for themselves. And the problems your employees are trying to solve for themselves. Thus, it helps you better understand your business and customers and finally enables you to solve problems that matter.


Nupur is a tech writer at TechGeekSpace. She loves exploring latest tech, gadgets and have been writing on various topics related to technology, software, Gadgets, Windows, Mac, Internet, Android, and the latest tips and tricks.

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