Jobs To Be Done (JTBD) is a consumer-centric framework used to understand the real-world motivations behind why people buy and use products. Instead of just looking at basic demographics or category behaviors, JTBD asks a core question: What job is the consumer trying to get done?

For example, a customer isn’t just buying a floor cleaner – they might be trying to keep a home clean without exposing kids or pets to harsh chemicals. Or they’re not simply buying a breakfast bar – they’re likely seeking something quick and satisfying to get them through a busy morning commute. These are the “jobs” that products are hired to do.

Why JTBD Matters for CPG Innovation

In crowded and fast-changing categories, CPG teams need more than trends and surface preferences – they need insight into the deeper drivers of consumer behavior. That’s where JTBD excels.

• Drives customer needs analysis: JTBD gets to the heart of what matters most when consumers make product choices.
• Guides product development: Understanding the true job informs the kind of features, packaging, and formats a product should offer.
• Supports brand strategy: A clear view of customer “jobs” helps brands position themselves more effectively in a changing market.

For CPG companies, building products around the jobs people are trying to accomplish – instead of what’s already on the shelf – opens up more meaningful ways to innovate. Especially in disrupted categories where legacy products may no longer meet evolving consumer expectations, the JTBD framework helps translate those shifts into clear, actionable product opportunities.

An Example in Practice (Fictional)

Take a fictional cleaning brand noticing a decline in mainstream spray cleaner sales. Traditional approaches might suggest a packaging redesign or a price promotion. But through apply the JTBD lens, the team discovers that many consumers are transitioning to refillable products because they want to reduce waste and simplify storage – not just save money.

Armed with this insight, the brand can explore new concentrate products, reusable bottles, even subscription refill models – all tied directly to the job the consumer is hiring the product to do. It’s this kind of human-centered market research that allows brands to not just react to change, but lead it.

SIVO specializes in helping organizations uncover these deeper needs using full-service research approaches. Whether through qualitative interviews, surveys, or growth frameworks, understanding the human behaviors and beliefs that drive purchases is what brings JTBD to life for CPG teams.

Category disruption happens when the usual rules in a product category are no longer holding. It might be caused by new technology, shifting consumer values, supply chain changes, or even global events. Whatever the cause, disruption forces brands to reevaluate what their customers really want – often revealing new “jobs” that weren’t previously apparent.

For CPG teams, this disruption presents both a risk and an opportunity. If you continue to solve the old jobs while consumers seek new outcomes, your product may lose relevance. On the other hand, if you can identify and meet these new jobs early, you have a chance to lead innovation in your category instead of playing catch-up.

What Disruption Looks Like in CPG

Some recent examples of category disruption include:

• The rapid rise of refillable and concentrate products across personal care and cleaning categories, driven by sustainability concerns
• An increased demand for at-home wellness and self-care solutions, such as premium candles or bath rituals, as consumers shifted routines during the pandemic
• The growth of plant-based alternatives, shifting jobs from traditional nutrition or taste to aligning with ethical or environmental values

Each of these category changes points to a deeper change in consumer jobs – what people are really trying to accomplish with their purchase.

Using JTBD to Understand Emerging Consumer Needs

Let’s revisit the refill trend. At face level, refill products might look like a cost-saving trick. But through a JTBD lens, consumers adopting these products are often trying to:

• Reduce waste
• Make storage easier in small spaces
• Feel like they’re making more conscious, responsible choices

These are new jobs that leading CPG brands now design for. Identifying shifts like this can help teams pinpoint unmet needs, adjust product development roadmaps, and connect more authentically with their audience. What’s needed is a structured way to capture these changing motivations – and that’s where the JTBD framework shines. It turns what might feel like an industry shake-up into a clear opportunity to respond to consumer insight with agility.

A Fictional Case for Clarity

Imagine a fictional beverage company seeing a plateau in bottled sparkling water sales. Behind the numbers, there’s growing concern about single-use plastic. Through qualitative research using JTBD principles, the company uncovers a new job: consumers want the same refreshing experience without guilt. That job leads them to explore carbonator kits, stylish glass bottles, and at-home flavor packs – completely new product directions that address the job unearthed by disruption.

In short, category disruption reveals cracks in old habits, and JTBD helps you rebuild with purpose. With the right market research and analysis, these moments of uncertainty become doorways to meaningful innovation in product development, brand strategy, and consumer engagement.

One of the most powerful applications of the Jobs To Be Done (JTBD) framework is identifying new product formats that better meet evolving consumer needs. When consumer behavior shifts – due to economic changes, environmental concerns, or lifestyle shifts – CPG brands must adapt quickly. JTBD helps brands decode why consumers are making different choices, then use that insight to create offerings aligned with those emerging needs.

Understanding the “Why” Behind New Formats

Take the rise of concentrated formulas in cleaning or personal care. From a product angle, it's about removing excess water. But through a JTBD lens, it reveals something deeper: consumers are looking to make sustainable choices, save space at home, and reduce packaging waste.

Similarly, the surge in refillable products isn’t just about convenience or aesthetics. These products fulfill a growing job many consumers feel: to contribute to sustainability without sacrificing product performance or brand integrity. CPG brands who understand this job can innovate more meaningfully.

JTBD Examples in Emerging Formats (Fictional Scenarios)

• Refillable Cleaning Spray: A fictional household brand discovered through JTBD interviews that families wanted to feel better about plastic waste, but didn't want to compromise cleaning power. This inspired a refill system with concentrated pods, reducing packaging by 80%.
• Dry Shampoo Sheets: With busy routines disrupted by remote work and gym closures, a fictional beauty brand learned consumers needed fast grooming solutions that could be used anywhere – leading to the development of waterless, odor-absorbing sheets in travel-friendly packs.
• Concentrated Coffee Drops: Insufficient time in the morning was a key job uncovered by a beverage company. The result? A portable, liquid coffee concentrate that consumers could carry and mix with water or milk anytime, anywhere.

These examples highlight how using JTBD in category disruption moments can lead to formats designed for the job, not just the shelf. By focusing on actual needs rather than trends alone, brands can create innovative solutions that truly resonate with consumers – and stand apart from the competition.

As consumer expectations change quickly, especially in disrupted markets, the right product format can serve as both an innovation and a statement of brand purpose. JTBD helps brands move beyond assumptions, tapping into the real motivations behind changing preferences.

Product innovation in CPG has always depended on understanding consumer behavior – but what happens when that behavior changes quickly, as it often does during category disruption? That’s where the Jobs To Be Done framework becomes a vital tool. By focusing on the underlying why behind choices, JTBD helps brands make smarter innovation bets with greater clarity and confidence.

From Ideas to Products That Solve Real Problems

When brands use JTBD in product development, they go beyond assumptions and traditional segmentation. Instead of asking, "What new flavor do consumers want?" JTBD reframes the question: "What outcome is the consumer hiring this product to deliver?"

In CPG innovation, that might reveal surprising opportunities, like the desire to reduce mess, use less packaging, save time, or feel in control during uncertain times. This type of insight leads to solutions aligned with what consumers actually value – not just features that are easy to add.

JTBD and Category Disruption: A Strategic Edge

During category disruption – when established habits change due to pricing pressure, channel shifts, or cultural shifts – JTBD allows teams to regroup and refocus innovation efforts on newly relevant jobs. This input can help:

• Prioritize feature sets that solve pain points, not just add novelty
• Spot unmet consumer needs in fast-moving or underserved segments
• Develop products that people feel were made for them, encouraging brand loyalty

For example, a brand developing a new refillable product might learn that the “job” isn’t just eco-friendliness – it's the desire to feel proud when guests see the product on the counter. That insight could shift every choice, from packaging design to brand messaging.

Integration with Other Market Research Tools

JTBD doesn’t replace traditional market research – instead, it complements it. At SIVO, we often pair JTBD with qualitative methods like ethnography or observational research, and quantitative tools like concept testing. This layered approach creates a full picture of what matters to consumers and why.

In summary, the JTBD framework offers CPG teams a strategic way to align product innovation with real-world expectations. It reduces guesswork, sharpens decision making, and helps launch products that feel relevant and purposeful – especially when everything around the consumer is shifting fast.

Knowing when to apply the Jobs To Be Done framework in your market research strategy can unlock deeper insight and smarter decision-making – but it’s not a one-size-fits-all solution. The JTBD method shines brightest when you're navigating change, dealing with uncertainty, or exploring innovation across categories or consumers.

Key Moments to Apply JTBD in CPG

JTBD is especially valuable in moments where traditional data may fall short or when you sense that consumer motivations are shifting. Consider introducing JTBD into your research when:

• Your category is facing disruption: Due to new entrants, format shifts, channel fragmentation, or changing cultural norms
• You’re launching or repositioning a product: And want to ensure it solves meaningful consumer jobs, not just improves surface features
• You lack clarity on why consumers are switching behavior: Such as abandoning brands or turning to refillable or concentrate products
• You’re seeking whitespace or innovation opportunities: By unpacking unmet or emerging needs not captured by surveys or segmentation

JTBD Works Best When Paired with Deep Listening

Many of the best JTBD insights come from sitting with people – listening, watching, and understanding their habits and language. That’s why our team at SIVO often combines JTBD with qualitative research, to capture nuance and emotion beneath behavior. These insights are often the key to unlocking new strategies or breakthrough products in times of category disruption.

Choosing JTBD in the Right Context

While JTBD is powerful, it's not the only approach. If your goal is understanding broad market sizing, brand equity, or pricing models, traditional research methods like surveys and tracking still apply. But when consumer needs feel like a moving target – or there’s a gap between what people say and do – JTBD becomes especially effective at connecting the dots.

Ultimately, JTBD is not just a tool – it's a mindset. It shifts your team from asking, "What should we sell next?" to asking, "What progress does our consumer want to make – and how can we help them get there?" That change alone can spark a more empathetic and forward-thinking approach across your entire innovation strategy.