How JTBD helps strategies

Using JTBD will help you use goals appropriately as part of a strategy rather than in its place

Using fear in brand development

There are certain things that never change and motivators tend to fall into two categories desires/wants or fear/anxiety.  Both are shown in the diagram above in terms of changing behaviour. Desires and wants are the background to Outcome Driven Innovation and therefore Jobs to be Done generally. Tony Ulwick is quite categorical that the focus...

Mobile first and the issues it causes for Jobs to be Done.

There is a problem within the market research world that is particularly prescient for using the Jobs to be Done Framework quantitatively and in particular the Outcome Driven Innovation techniques created by Strategyn – namely the need to create online questionnaires that are mobile first. There has been some unwarranted criticism of the Likert scale...

Why Market Research should focus on the job to be done

I have never really understood why so many people in the market research industry make such a song and dance over the difference between qualitative research and quantitative research. You can understand the commercial reason to differentiate but actually the focus should be on the needs of the client and providing them with the information...

The difference between a brand culture and a blame culture

The Conservative party conference spectacularly shows the difference between a brand culture and a blame culture. As an individual it could be argued that Theresa May was not to blame for anything that happened in Manchester but as a brand (and lets not forget it is fairly recently that it was the Theresa May party)...

How we turned “under-investment” into insight

A decade or so ago, I had just arrived at a new job and was looking at the processes that the small call centre used for telephone research.  The software and infrastructure (including the cabling) were inadequate for the role so I had to put together a case for a system that was more in...

A 15 stage plan to getting the most out of employee research

Planned Market Research also trades as Ask Your Staff, as employees often have a wealth of knowledge and experience that can be used in growing a business.  If you would like a PDF of this in-depth post please email  thomasp@askyourstaff.org.uk or visit the website here Recent research from the Open University has questioned the standard...

A 15 stage plan to getting the most out of employee research

At Ask Your Staff we believe that employee research should be conducted with the same rigour as customer research – otherwise you are showing your own employees a lack of respect. This can impact on retention rates, the willingness of staff to promote the company and therefore the wider company brand. Employee research should be...

Using Observation and the Jobs to be Done technique

One of the reasons I became interested in the Jobs to be Done technique is that my son has limited empathy and because his pre-school teacher mentioned that he had would play with certain other children depending on the circumstances. He would play with x in sandpit but would do drawing with y. He is...

OJ and the Job to be Done

Okay since I have missed the OJ bandwagon, I may as well admit that I am talking about an incident a couple of weeks ago when my son spilled orange juice (OJ) over my laptop keyboard. As a result a number of keys did not work (although I could copy and paste!) and had a...