Total summary
Slides
HC 1 | Tue 2 September
Jobs to be done theory (JTBD)
”Job” is shorthand for what an individual really seeks to accomplish in a
given circumstances
“Job” is defined as the progress that a person is trying to make in a
particular way
People hire a product to get a job done. The term “hire” expresses the fact
that customers use a product until the task is completed.
The product or product category does not play a role in completing the
customer job. Customers judge solutions by how well they get the job done.
Solutions are always temporary as consumers switch product categories
when another one does the job better.
The circumstances are more important than customer characteristics or
product attributes.
Jobs are never simply about function—they have powerful social and
emotional dimensions.
Total summary 1
, The “Job” of a body
wash
Emotional needs: Social needs:
Functional needs: - Confidence - Attracting women
- Smelling good
- Feeling good
- Getting clean
RELEVANT CUSTOMER NEEDS ARE OFTEN LATENT NEEDS
What is crucial for purchase decisions is often not the needs that consumers
are aware of and
mention when asked, but rather latent needs – unconscious or hard-to-
articulate wishes, desires, dreams, fears and etc.
Advantage of the JTBD logic for customer needs
Its shifts the perspective to the customer
It frees the view of your real competitors
It has predictive power as it is solution-free
Questions you can ask to uncover the job to be done
What progress is the person trying to achieve
What are the circumstances of the struggle
What obstacles are getting in the way
Are consumers making do with imperfect solutions through some kind of
compensating behavior?
How would they define what “quality” means?
Takeaways
JTBD is a simple framework that puts emphasis on the “why” behind what a
customer is doing. It focuses on identifying eduring consumer needs to
develop products that have a lasting impact.
Total summary 2
, It gives a unit of focus, which is the job the customer is looking to do, to
build measurable ways of looking at success that do not change over time,
The products need to meet the metrics important to the customer
You are not trying to just solve a consumer problem. You are first trying to
figure out what the right problem is.
Good products do not sell themselves.
HC2 | Wed 3 september
DMU - Decision making units → The person making the decision
DMP - The decision making process
Example breakdown from interview about a coffee
DMU: Only one, husband
Trigger: to feel fresh
Attribute: taste and price
Job to be done, think about what you would like to know
→ What kind of coffee?
→ Did the need or the place come first?
→ How did he feel afterward (gives you a change to reverse)
Marketing funnel:
Attention → know
Interest
Desire → feel
Action → do
post purchase/reflect/review/loyalty
Cross model
Total summary 3
, x ax → involvement, from low to high (use or purchase)
y as → product (utilitarian vs eco expressive)
Segmentation
Is very important to understand the needs. For example dog food. Don’t only
look at the dogs needs, the breed or age. Think about the owners needs,
habits, income and the relationship with the dog and the owner (behavioral
segmentation).
HC3 | Tue 9 september
Consumer attention, perception and memory
Impact of attention in marketing
Attention is selective, limited and can be divided
Memory: attention to brand in magazine ad improves brand memory
Brand preference: attention to brand on product display predicts preference
Sales: attention to feature ads increases sales of featured SKU
Attention is not perception
What consumers see, to a large extent is determined by what they expect.
Consumers see patterns where there are none and interpret patterns to
fit their personal beliefs and ideas
Perception is reality: what is perceived is not necessarily what is “true”.
Marketers (and savy consumers) need to be aware that perception is as
influential as what is “real”
Perception is constructed from stimulis, expectations and context
Impact of memory in marketing
Memory increases fluency of future processing of information, which in
turn enchases evaluation of brands
Primacy vs recency effect influence consumer judgement over the long-
and short-term
Total summary 4
Slides
HC 1 | Tue 2 September
Jobs to be done theory (JTBD)
”Job” is shorthand for what an individual really seeks to accomplish in a
given circumstances
“Job” is defined as the progress that a person is trying to make in a
particular way
People hire a product to get a job done. The term “hire” expresses the fact
that customers use a product until the task is completed.
The product or product category does not play a role in completing the
customer job. Customers judge solutions by how well they get the job done.
Solutions are always temporary as consumers switch product categories
when another one does the job better.
The circumstances are more important than customer characteristics or
product attributes.
Jobs are never simply about function—they have powerful social and
emotional dimensions.
Total summary 1
, The “Job” of a body
wash
Emotional needs: Social needs:
Functional needs: - Confidence - Attracting women
- Smelling good
- Feeling good
- Getting clean
RELEVANT CUSTOMER NEEDS ARE OFTEN LATENT NEEDS
What is crucial for purchase decisions is often not the needs that consumers
are aware of and
mention when asked, but rather latent needs – unconscious or hard-to-
articulate wishes, desires, dreams, fears and etc.
Advantage of the JTBD logic for customer needs
Its shifts the perspective to the customer
It frees the view of your real competitors
It has predictive power as it is solution-free
Questions you can ask to uncover the job to be done
What progress is the person trying to achieve
What are the circumstances of the struggle
What obstacles are getting in the way
Are consumers making do with imperfect solutions through some kind of
compensating behavior?
How would they define what “quality” means?
Takeaways
JTBD is a simple framework that puts emphasis on the “why” behind what a
customer is doing. It focuses on identifying eduring consumer needs to
develop products that have a lasting impact.
Total summary 2
, It gives a unit of focus, which is the job the customer is looking to do, to
build measurable ways of looking at success that do not change over time,
The products need to meet the metrics important to the customer
You are not trying to just solve a consumer problem. You are first trying to
figure out what the right problem is.
Good products do not sell themselves.
HC2 | Wed 3 september
DMU - Decision making units → The person making the decision
DMP - The decision making process
Example breakdown from interview about a coffee
DMU: Only one, husband
Trigger: to feel fresh
Attribute: taste and price
Job to be done, think about what you would like to know
→ What kind of coffee?
→ Did the need or the place come first?
→ How did he feel afterward (gives you a change to reverse)
Marketing funnel:
Attention → know
Interest
Desire → feel
Action → do
post purchase/reflect/review/loyalty
Cross model
Total summary 3
, x ax → involvement, from low to high (use or purchase)
y as → product (utilitarian vs eco expressive)
Segmentation
Is very important to understand the needs. For example dog food. Don’t only
look at the dogs needs, the breed or age. Think about the owners needs,
habits, income and the relationship with the dog and the owner (behavioral
segmentation).
HC3 | Tue 9 september
Consumer attention, perception and memory
Impact of attention in marketing
Attention is selective, limited and can be divided
Memory: attention to brand in magazine ad improves brand memory
Brand preference: attention to brand on product display predicts preference
Sales: attention to feature ads increases sales of featured SKU
Attention is not perception
What consumers see, to a large extent is determined by what they expect.
Consumers see patterns where there are none and interpret patterns to
fit their personal beliefs and ideas
Perception is reality: what is perceived is not necessarily what is “true”.
Marketers (and savy consumers) need to be aware that perception is as
influential as what is “real”
Perception is constructed from stimulis, expectations and context
Impact of memory in marketing
Memory increases fluency of future processing of information, which in
turn enchases evaluation of brands
Primacy vs recency effect influence consumer judgement over the long-
and short-term
Total summary 4
