Using JTBD will help you use goals appropriately as part of a strategy rather than in its place
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... Continue Reading →
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... Continue Reading →
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... Continue Reading →
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)... Continue Reading →
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... Continue Reading →
Perhaps I am getting a little grumpy in my old age – I have now been in my mid-twenties for almost two decades – but I am beginning get really annoyed by the continual refrain that the polls are always wrong. The idea seems to be that if you say it enough times it becomes... Continue Reading →
To be honest I dislike talking about large scale organisations as they tend not to be my customer base and often managers do not consider something to be their responsibility. However occasionally it is worth talking about such organisations because it is often clearer when the real needs and desires of customers are simply not... Continue Reading →
When we started on the quest for a diagnosis for my son to understand why his behaviour was different from other children we were met with the response from some people that you shouldn’t give people labels. As I have been segmenting and profiling customers for clients for years, this is rather like... Continue Reading →
It is always worth taking time to think about your customers and collect as much information as you can without harming the customer experience. Here is a good way to structure information so you can understand what you do know and what you need to find out.
A couple of years ago, I (along with Andy Madeley of Swiss Peaks) asked local business in Staffordshire how much they would spend on various elements of the marketing mix if they had a £10,000 budget. The result for market research was around £500 or 0.5% which is probably more realistic for most firms than the 1% of turnover that is often cited.
In fact if you had a budget of £5,000, I would recommend spending £500 on market research and in most cases that figure would not change if your budget was £20,000.
But what does £500 (+VAT) get you these days?
The simple answer is whatever information you need to create an evidence-based marketing strategy or business plan. You can do a lot of this yourself – a good researcher may be quicker in knowing where to find information, but once you have the framework you can…
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