At its core, Jobs to Be Done (JTBD) is a way of thinking about why people buy and use products. Rather than focusing only on demographics or product features, JTBD asks: what progress is a person trying to make in their life when they “hire” a product to get a job done?

In CPG marketing, this approach shifts the focus from who the consumer is to what they are trying to achieve in a specific moment. This subtle but important change helps brands uncover real purchase motivations that go beyond preferences or habits. It allows marketers to step into the shoes of consumers and design products, packaging, messaging, and even sampling strategies around real needs and friction points.

Why JTBD is especially useful for CPG brands

CPG products – whether they’re snacks, cleaning supplies, or personal care items – are often seen as routine purchases. But even these quick, everyday decisions are driven by context. JTBD helps uncover that context.

• Launches and new products: Understand what unmet need or moment of use your product is designed to serve.
• Sampling and trial campaigns: Ensure you're sampling to the right audience, at the right time, with the right message.
• Retention strategies: Learn what drives consumers to repurchase – which may be different than their reasons for trying it once.

For example, let’s say a food brand identifies through JTBD interviews that busy parents “hire” its granola bars for a quick, mess-free snack during carpool pickup. That insight tells a much richer story than a basic demographic profile. It helps guide where to offer samples (after-school events), how to message (emphasize convenience and portability), and even informs product format (less crumbs, easy to hold).

By applying JTBD research to CPG marketing efforts, brands build a deeper understanding of consumer behavior – not just what’s purchased, but why. And that’s the insight that drives better product fit, brand loyalty, and business growth.

One of the most valuable insights JTBD research brings to CPG marketing is the clear distinction between what motivates someone to try a product for the first time versus what compels them to buy it again. These are not always the same thing – and assuming they are can lead to missed opportunities.

First-time trial: Curiosity, context, and immediate need

Trial behavior is often driven by a particular moment, a trigger, or an unmet need. A shopper may grab a new beverage because they’re thirsty in the store, or pick up a cleaning spray because it was on promotion and they’ve just run out at home. These scenarios reflect what we call the “initial hiring job” – the job the product is being hired to do in that exact moment of first-time use.

Common triggers for trial include:

 
• A change in circumstance (e.g., moving, having a baby, lifestyle shift)
 
• A problem or frustration with a current product
 
• In-store promotions or sampling
 
• Curiosity sparked by advertising or word of mouth

JTBD research helps CPG brands identify these triggers so they can shape more effective sampling strategies and messaging that taps into real decision moments. For instance, understanding what motivates first-time product trial allows for better product placement, packaging design, and even timing of media.

Repeat purchase: Trust, reliability, and satisfaction

By contrast, repeat purchase is often fueled by a different set of needs – reliability, emotional satisfaction, or a feeling that the product seamlessly fits into the consumer’s routine. The second (and third) time a customer “hires” the product, they’ve already evaluated its performance and how well it delivered on their expectations.

Key motivations for repeat purchases include:

 
• Product efficacy – it works the way the consumer hoped
 
• Ease of use or convenience that fits their life
 
• Emotional or sensory reward (taste, scent, satisfaction)
 
• Habituation – it becomes part of a regular routine

Understanding this shift helps brands improve their customer retention strategies. Messaging at this stage should confirm consistency and value, not just novelty. JTBD research reveals where consumers might drop off between trial and repeat – and how to prevent that.

Why the distinction matters

By mapping out both the trial and repeat purchase jobs, CPG marketers can effectively tailor their sampling plans, loyalty programs, and even R&D efforts. For example, a fictional skin care brand might learn that shoppers try its moisturizer due to skin irritation but keep purchasing because they enjoy the lightweight feel during their morning routine. Those insights could lead to positioning that speaks differently in early-stage marketing versus post-purchase follow-up.

Ultimately, the difference between trial and repeat tells CPG brands how to connect with consumers not just once, but over and over again. JTBD research provides the right lens to uncover and act on that difference – and turn single sales into sustained brand loyalty.

Sampling can be a powerful tool in CPG marketing – but only when it's intentional

Most consumer packaged goods (CPG) brands rely on sampling campaigns to spark interest and encourage product trial. But success isn't just about giving away free samples. The real value of a sampling strategy is in reaching consumers who have a high likelihood of converting – not just to one-time use, but to repeat purchases over time.

This is where Jobs To Be Done (JTBD) research plays an important role. By exploring what motivates first-time buyers at the moment of trial, brands can design sampling efforts that align with real-life needs, increasing the chances of meaningful engagement.

Understanding the ‘Job’ Behind That First Purchase

First-time buyers often choose a product because they have a job that needs solving in the moment – such as “I need a healthy snack for my kid’s lunchbox” or “I want something indulgent after a stressful week.” These are functional, emotional, and even social needs driving behavior.

If your sampling program doesn’t take these needs into account, samples could end up in the hands of people who aren’t actually struggling with that job – making follow-through and repeat purchase less likely.

Targeted Sampling Using JTBD Insights

JTBD research helps brands zero in on when, where, and with whom to activate sampling programs. Rather than blanket distribution, insights enable smarter targeting. For example:

• A plant-based beverage brand might discover the ‘job’ behind trial is “I want a dairy-free option that tastes good in my morning coffee.” That could point to sampling within office environments rather than grocery store aisles.
• A skincare brand could find the key trial job is “I need a travel-sized cleanser for weekend getaways,” suggesting targeted sampling in airports or travel retailers.

These fictional but illustrative examples show that understanding the core job can reshape everything from packaging format to sampling location.

Better Trial-to-Repeat Conversions

When consumers recognize a product as a perfect fit for their need, they're more likely to convert. JTBD allows marketers to fine-tune their sampling strategies around those key moments – leading to better ROI and laying the foundation for long-term adoption.

In short, understanding what motivates first-time buyers isn’t just a “nice to have.” It’s a valuable piece of consumer research that offers a clear path to increasing trial and ultimately, repeat purchase rates.

Retention isn’t just about satisfaction – it’s about staying relevant over time

Getting consumers to try your product is important. But keeping them coming back is where sustainable growth really happens. That’s why CPG brands are increasingly turning to Jobs To Be Done (JTBD) frameworks to understand what drives repeat behavior – and ultimately, brand loyalty.

Unlike first-time purchases, where consumers are often solving an immediate or urgent need, repeat purchases are driven by different – and sometimes more complex – motivations. JTBD helps uncover those deeper patterns.

Repeat Jobs Reflect Trust, Habit, and Evolving Needs

Over time, consumers may continue buying a product because:

• It reliably delivers on its core function (e.g., “This stain remover gets the job done every time.”)
• It aligns with a lifestyle or belief (e.g., “I trust this brand because it's eco-friendly.”)
• It integrates into daily routines (e.g., “This granola bar is my go-to on busy mornings.”)

These examples illustrate how the motivations behind repeat purchases often blend reliability, identity, and even emotional reassurance – and differ from the urgency that drives trial behavior.

Using JTBD to Identify Loyalty Drivers

JTBD research gives insight into the journey from trial to habit. Brands can identify where the product is delivering on its promise – and where it might be falling short after the initial use. For instance, if a fictional cleaning spray brand sees strong trial but poor repeat, JTBD interviews might surface that while the scent was appealing during trial, ongoing users found the nozzle difficult to use. That friction weakens loyalty despite initial interest.

By investigating the repeat use “job,” brands can remove those pain points and double down on what keeps customers coming back.

A Foundation for More Effective Retention Strategies

When brands understand the specific circumstances and outcomes that drive ongoing purchases, they can build far more targeted retention programs – such as:

• Tailored messaging that reaffirms ongoing value
• Subscription models that align to frequency of use
• Product innovations designed for loyal user needs

Ultimately, understanding repeat purchase behavior through a JTBD lens helps CPG marketers design more relevant experiences and foster stronger consumer connections over time – fueling long-term brand loyalty and market share growth.

JTBD doesn’t just help with messaging – it helps shape your entire launch strategy

Whether you’re introducing a new flavor, entering a new category, or launching a product line extension, your go-to-market (GTM) strategy sets the tone for success. And in a crowded CPG landscape, executing well means deeply understanding your consumers – not just who they are, but what they’re truly trying to accomplish when they shop.

This is why more CPG marketing teams are leaning on Jobs To Be Done research to guide decisions at every stage of launch – from product development to channel mix and messaging. JTBD sharpens your GTM strategy by grounding it in real-life need states.

Linking Products to Real-World Jobs

With JTBD insights in hand, CPG brands can align value propositions to the actual jobs consumers are hiring products to do. For instance, a fictional example of a ready-to-drink coffee brand might discover the dominant job is “Help me start my day with focus, even when I’m on the go.” That insight can guide:

• Product claims focused on cognitive energy and portability
• Channel focus on convenience stores and commuter hubs
• Trial programs timed with morning routines

By anchoring in the job, rather than just category language, your GTM strategy becomes exponentially more relevant.

Refining Messaging, Packaging, and Promotion

Different segments may hire your product for different jobs – and JTBD research helps you tailor communications accordingly. For example:

• A snack bar might do one job for gym-goers (“Give me a post-workout protein boost”) and another for parents (“Keep my kid full until dinner.”)

These are different emotional and functional outcomes, so one-size-fits-all messaging won’t land. JTBD makes it easier for marketers to craft positioning that truly resonates with each segment’s context and motivation.

Smarter Innovation and Market Entry Decisions

Beyond marketing execution, JTBD can guide strategic decisions, like which unmet jobs to address in future product launches, which competitors to benchmark, or which market segments to prioritize. By applying JTBD at a high level, companies can identify white space opportunities grounded in consumer need – not just trends.

In short, aligning your GTM strategy with JTBD helps CPG organizations move from assumptions to insight – reducing the risk of misalignment and increasing speed-to-market with better-informed strategies.