Remember the McDonald’s example? The result of the process was the creation of a thicker and more nutritious milkshake. Therefore, the JTBD methodology also serves to observe the uses made of the product and identify points of improvement to create a better experience for customers .
Improving the purchasing process
Jobs to be Done can also help singapore telegram data improve the shopping experience.
McDonald’s, for example, needed to offer a streamlined checkout process because consumers couldn’t delay work. By identifying the “work that needed to be done,” they discovered a point to refine in the checkout process.
Create a more efficient marketing approach
This is one of the main uses we want increasing sales without regard to competitors to highlight. Many companies focus on reporting the product features that make it stand out in the market, right?
However, that is not what the consumer wants to know. So, by focusing on customer needs with JTBD, marketing also changes perspective: it must tell the story of how the product solves the consumer’s job.
That is also basically what we do in content marketing . Instead of emphasizing that the product is good for this or that, we try to show in the content what value it provides when it comes to helping the consumer in some situation in their life.
How to apply JTBD in your framework?
JTBD is not a complex theory. It is simply cambodia businesses directory a matter of changing the lens through which you look at consumers. However, applying this theory can be a bit more complicated. To do so, you must follow a few steps that make up a framework to successfully apply Jobs to be Done . See below for a step-by-step guide:
1. Define the market based on “Jobs to be Done”
The first step is to identify the market opportunities you are going to take advantage of. And to do that, it is necessary to segment the audience based on their needs. Under the Jobs to be Done lens, the segment is the group of people who have the same “jobs to be done.”
In this way, the most attractive group tends to be the one whose job has more people wanting to solve a problem and fewer companies serving them. The focus of segmentation is not the audience, but the job: it is the job that you should focus on.
2. Find out what results your consumers expect
In the second stage of the framework, you need to understand what the needs of that market segment are. In the McDonald’s example, the job of feeding and entertaining oneself on the way to work involved a series of needs, such as arriving on time and with clean clothes.
These are the results that the customer expects in that situation — understood as their success metrics — and that the shopping experience must provide. It is important to remember that the functional dimension, as in the example above, is essential.
But you also need to understand the social and emotional needs of your clients. How do they want to feel when they do the job? How do they want to be (or avoid being) perceived? This way, you can also understand the expected intangible results.
3. Quantify the degree of attention that the job receives
After identifying the job and the needs of the customers, it’s time to look at the competition. Are there solutions for the situation the customer wants solved? Can your competitor meet all of their needs? Is there a better idea you can offer?
Identify, therefore, whether the job is neglected or whether there are already many solutions for it. In this way, you will also discover whether there is room in that market.
4. Discover hidden opportunities
One of the results of adopting the JTBD methodology is to identify hidden opportunities in the market. This is because segmentation is done based on customer needs.
On the other hand, traditional segmentation based on demographic profiles and behaviors, or even the description of a buyer persona , can hide some opportunities.
When you segment in this way, a good portion of customers may not have their needs met because they are faced with different complex situations. For example, a trader who uses a saw to cut wood in a straight line.
For him, that product satisfies his need. However, another trader needs to do the same thing, but with a much higher production volume and with longer wood. For that customer, the situation in which he uses the product is more complex, so a new need arises.
By adopting the JTBD lens, you identify a new market segment from that new need that is not being solved.
5. Align existing products with opportunities
After identifying jobs, apparent needs and hidden needs, analyze how your current products can take advantage of these opportunities. That is, define the marketing strategy with the aim of increasing sales of existing products.
How can they be adapted to each identified segment? In some cases, it is enough to make an adjustment to the product communication strategy to involve the public that expects a solution and, at the same time, differentiate ourselves from competitors.
Other cases require an adaptation of the functional attributes that the product carries, to better serve the public.
This is what happened with McDonald’s, which made adjustments to its milkshake with the intention of delivering the ideal product so that the customer can do their job while consuming the product.
6. Create new products to meet unmet customer needs
Are there unmet needs in the market? Then there is also an opportunity for your company to create a product that is more likely to succeed in the market. It will surely find resonance with the public that has a latent need and that, as yet, does not have an efficient solution for it.
But don’t think you need to reinvent the wheel, okay? Innovation doesn’t necessarily mean inventing something new . You can start with products and technologies that already exist, but offer a new solution that solves the consumer’s job more efficiently .
This happened, for example, with transportation applications such as Uber and Cabify.
Taxis solved the public’s problem, but they were not the ideal solution that passengers needed. There was a latent need to simplify the acquisition of the service and not only to be transported, but also to receive better service.
This is how apps became the ideal product to do consumers’ jobs.
How to best implement JTBD?
Below you will find some tips on how to apply the Jobs to be Done methodology in your business efficiently.
1. Conduct searches with a focus on jobs
Marketing surveys are often product-focused. Who has never answered a feedback questionnaire asking what we think about a certain product or what could be improved?
This is the most common approach, but it can obscure the real needs of the audience. In contrast, the JTBD methodology demands that you focus your research on what the consumer wants to solve.
The McDonald’s example shows that, first, the team simply observed customer behavior . From the notes, it was possible to take the second step: questioning how that experience could be better, not directly how to improve that product, you know?
The focus on the solution comes later.
2. Use Big Data
In the information age we live in, the amount of data available about consumers cannot be wasted. Tools like Google Analytics and Hotjar allow you to analyze user behavior and understand what they are searching for.
Internal site surveys, for example, can give you valuable insights into your customer’s questions and needs that your products and content may not address. Hotjar heatmaps help you understand the most searched content and the paths customers take to get what they want.
In this way, you can extract strategic information to create products or improve your current catalogue. In the case of digital products, such as software and applications, these tools can be even more useful, as they allow you to analyse the use of the product itself.
3. Understand who your competitors are
Do you think of your competitors as companies that operate in the same market and sell the same products as you? In the JTBD perspective, this is not the case. In the case of McDonald’s, for example, who were the competitors? You probably thought of Burger King, right?
However, from the consumer’s point of view , the milkshake’s competitor in that situation could be a coffee, a banana or a package of cookies, for example, which would serve to distract the customer while driving to work.
However, these alternatives may not keep the customer satisfied until mid-morning or leave them with a free hand to drive.
Therefore, identifying who your competitors are — and what your differentials are in relation to them — requires you to put yourself in the customers’ shoes and identify what solutions you could adopt to solve that job.