A Jobs-to-be-Done lens on consumers deciding which product to purchase
An example of the intersection between various Jobs-to-be-Done
Note: The purpose behind these catalogs is not to tell you where the gaps are in the market. They don’t highlight pain points. The customer success statements that are included in the core job are ways an end user / consumer / buyer could evaluate how well they can get the job done. We’re not scoping the research around a single solution, or even a category of solutions. The purpose is to identify where the current solutions fail to get the job done well, or don’t get enough of the job done. This is the starting point of your research unlike other Jobs-to-be-Done approaches that conflate job statements with assumptions and feelings. Only the market can tell you these, and that can’t be done with a handful of interviews.
A few years back I began thinking more about the consumption chain (what normal people call customer journeys). This is because more companies are obsessed with this than they are figuring out if they offer the right product(s)! We’ve been programmed to believe it’s about the experience when many times it’s actually the product that isn’t getting the job done, or the message isn’t getting through clearly. The path of least resistance wins again because I’m going to ignore all of that!
I’ve always thought the selection of a product or service was distinctly separate from the actual purchase journey. For example, people will do research online before they ever go into a store to make the purchase - even if it’s an Ecommerce store. With so many ways to research and decide these days, it really does need to be studied separately. However, there is an intersection and continuation of journeys like deciding which product to purchase and actually purchasing a product.
While it may be the same person, it also may not be the same person. So, whoever decides which product to purchase will monitor and adapt after the purchase and well into the consumption journeys in order to assess the performance of their decision.
Here’s a link to the post from 2020 👇Note: I’ve paywalled anything over three years old. Sorry about that.
What you’ll see in this next Jobs-to-be-Done catalog is exactly what I stated above. Once the decision is made, there is an integration point between the two journeys where the purchase is made. That integration step is basically shared. And then the journey continues in order to evaluate the decision.
I think you’ll like this one. Unfortunately, there will only be a handful of you that get access to it for free, so I highly recommend that you click fast. In order to get this deal, you must READ CAREFULLY use the following discount code… QP4PTLM.
Only 20 lucky people will be able to get it. Who knows, it may still be available next year!
You can find the complete set of catalogs right here.
Now, what you’ve all been waiting for!
There are only 20 FREE copies available! Hurry!
Book 30 minutes with me if you have some unique qualitative research you’d like to get done in a day or two. I promise, it won’t cost you hundreds of thousands of dollars and we’ll do it exactly the way you want it. We can also talk about anything else you have on your mind about JTBD