Contents
- What is JTBD?
- History of JTBD Development
- Applications of JTBD
- Data Collection in JTBD
- Data Interpretation in JTBD
What is JTBD?
JTBD (Jobs to Be Done) is a concept that asserts that consumers do not just buy products; they seek to solve their tasks and problems. Translated from English, this phrase means "jobs that need to be done." The main idea is that companies should focus on understanding customer needs rather than on the products themselves.
History of JTBD Development
The development of the JTBD concept began with the research of Theodore Levitt, a professor at Harvard Business School. In 1960, he published an article emphasizing the importance of companies focusing on customer needs rather than their products. In the 1980s, Clayton Christensen, also a professor at Harvard, expanded the JTBD concept, applying it to analyze successful and unsuccessful innovations. He argued that successful products meet hidden customer needs, while unsuccessful ones attempt to change consumer behavior.
In 2004, marketer and innovation consultant Alan Clement popularized JTBD in his book "When Coffee and Cabbage Compete." He emphasized that different products can be interchangeable if they perform the same task for the customer, such as how coffee and cabbage help to energize and focus.
Applications of JTBD
The main goal of the JTBD approach is to identify the true needs of customers and offer solutions that meet those needs. This allows for addressing several key tasks:
- Creating a new product: Understanding customer needs helps develop new business directions. For example, a psychological company offering online consultations identified that some clients needed ongoing support and offered a messaging service with a psychologist.
- Improving an existing product: The data obtained can be used to update existing services. For instance, one-time consultations can be offered in packages with increased meeting frequency.
- Finding your audience: Sometimes companies cannot meet the needs of their current audience. In this case, it is easier to seek another target group. For example, a fitness club targeting women with children may discover that their actual need is a break from routine, rather than getting back in shape.
- Identifying hidden competitors: When analyzing the market, it is important to consider not only direct competition but also other products that can satisfy the same need. For example, if people buy hot dogs not just for a quick snack but also for positive emotions, then the competition expands.
- Determining successful positioning: JTBD helps understand why customers choose your product and what advantages they value most. For example, if a medical center emphasizes the qualifications of its doctors, but customers choose it for its proximity and aesthetic appearance, this must be taken into account in marketing strategies.
Data Collection in JTBD
To understand customer needs within the framework of JTBD, various data collection methods are used:
- In-depth interviews: This is the primary tool for identifying customer tasks and expectations. Interviews can be structured, semi-structured, or unstructured.
- Observation: Allows you to see how customers use the product in real conditions. This can be personal observation or remote using technology.
- Data analysis: Researching information about sales, customer reviews, and website behavior helps objectively understand how customers interact with products.
Data Interpretation in JTBD
User stories and job stories are used to summarize the collected data, helping to understand user needs:
- User story: Describes the user's expectations from the product and includes a character, task, and motivation. For example: “As a developer, I want to have access to the code at any time so that I can make quick changes.”
- Job story: Describes the circumstances under which the user chooses a product and includes the situation, motivation, and outcome. For example: “When I am at the beach, I want to solve work tasks from a sun lounger so that I can combine freelancing and relaxation.”