Only the product that meets the customer’s methodology in marketing needs is in demand. How do you find out what the buyer wants? Try to look at the product through his eyes. For this, the Jobs To Be Done method is used in marketing, which allows you to shift the focus from the characteristics of the product to the tasks that its purchase will help solve. 360 MEDIA marketers have prepared detailed material to help you study the concept in more detail and understand the principle of conducting a JTBD interview.
Basics of the Jobs To Be Done Method
Jobs To Be Done ( JTBD ) is a modern approach to product design that puts the needs of the audience first. The name of the method is translated from English as “work to be done.” In this case, “work” is understood as some problem in a person’s life. If a product is able to offer an adequate solution, it is “hired for work.” What does this mean in JTBD terminology? A product/service is bought to satisfy a primary need.
The JTBD concept is based on the idea that every person’s desire is to become better, and the product is only a means to implement this plan. That is, the consumer’s goals are global. To make it clearer: you install an buy telemarketing data automatic irrigation system not because you want to admire the sparkle of water in the sun, but in order to grow a beautiful garden in the yard. This is a purchase of benefit rather than a product.
Goals can be mundane, but still global. For example, by hiring a dishwasher, a person buys time for themselves to just relax in the evening after a hard day at work. What can you hire for work? Anything: a mobile app, a protein bar, or an entire coffee shop.
The same product solves different problems, and this should be taken into account. The task of the methodology in marketing product manager: using the Jobs To Be Done methodology, identify as many tasks as possible in order to adapt the product to current conditions and make it super-sellable on the market.
When to Use the JTBD Approach
Jobs To Be Done is a way to “highlight” customer desires in order to develop an ideal product from the consumer’s point of view: one that can really be useful. People will not spend money on something that is not yet a priority, especially when it comes to expensive purchases. Having an idea of what the audience really wants, you can stimulate sales of objectively weak products that are inferior in characteristics to competitors’ goods/services.
It should be noted that JTBD is a universal assistant in marketing. Firstly, the methodology is relevant both at the stage of product development/improvement and during its promotion, since it allows the benefits of the purchase to be conveyed to the consumer in the correct form. Secondly, the Jobs To Be Done approach is used not only at the start. It can be useful at any stage of project development.
Launch of a new product
Turning to the JTBD methodology means conducting a large-scale market research in order to get answers to key questions: what problems does the sales conversion: what is a good conversion? consumer want to solve right now and how important is it for him, does he have any fears about buying a “solution”. This will help to see the properties that your product should have.
Entering another market segment
Companies take this step when they want to expand their audience. Often, a new product works to solve a single problem, but when scaling a business, there are more tasks. Jobs To Be Done research can also suggest fl number the need to create an additional product/service to offer customers more than competitors. In this case, the audience should be segmented not by personal characteristics, but by needs.
Improving the current product
If sales are plummeting and customers are leaving for competitors, the JTBD methodology will help revive the business by improving the product. How do you know what to change? You need to track how the audience’s have and why this happened at all, and also see what work competitors’ products/services are hired for. Having enough information on hand, you can adapt the product to new tasks and “pull up” its demand in the market.
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The nuances of conducting a JTBD interview
The Jobs To Be Done concept describes the product as an employee and the customer as an employer. To find out what kind of work a hypothetical product can do, it is important to try to get to the true desires of the consumer. To do this, JTBD uses its main tool – a deep interview. This is something like a personal conversation that allows you to figure out when a person first saw value in the product, and most importantly – what preceded this moment.
Step 1: Finding Respondents
Who will participate in the JTBD interview depends on the objectives of the study. These may be people who are just going to hire the product. Or who hired in the past but refused it for some reason. Before looking for an “employer” to talk to, think about what compensation you can offer them for their time. For example, a good discount.
Each interview at Jobs 2B Day takes several hours. To get enough data for analysis, you need to interview at least 10 people, and this will take a lot of time. Only a professional digital team can handle such a volume of work.
Step 2: Prepare for the Interview
It is enough to remember the following: the essence of the method is not in studying consumer behavior. Its main goal is to get to the reasons that make people change their minds about a product. Direct questions are unlikely to bring results. Because. Most likely. Out of politeness. A person will not talk about the shortcomings of a product/service.
We recommend approaching from afar. Building questions around triggers that push the customer to buy a product or make him choose another product. The JTBD approach is to focus on the emotional motivation of the consumer.