The Jobs To Be Done framework is a customer research approach that focuses on understanding why people purchase, use, or switch products and services. Instead of just looking at who your customer is – their age, income, or lifestyle – JTBD asks: what goal or problem is the customer trying to solve? In other words, what "job" are they hiring your product or service to do?

This shift in perspective helps businesses uncover the functional, emotional, and social jobs that drive decision-making. The idea isn't new. It stems from the belief that people don't buy products for the product itself – they buy them to achieve something. That could mean getting a task done, solving a problem, or feeling a certain way.

Why JTBD matters in market research and product development

Traditional market research often puts customers into boxes based on demographic criteria or broad preferences. But two people can look similar on paper and still choose vastly different solutions – because their goals are different. That’s where JTBD thrives. It goes deeper than what customers say they want and focuses on what they actually need.

Here are a few key reasons businesses are turning to JTBD as part of their product strategy and innovation efforts:

• Reveal true motivations: JTBD helps uncover the real reasons behind purchase behaviors, including unspoken emotional or practical drivers.
• Build better products: By focusing on the job the customer wants to get done, teams can create solutions that actually solve a problem – not just add features.
• Improve messaging: If you know the job your customer is hiring you to do, you can speak directly to their needs in your marketing.
• Find growth opportunities: Understanding "job pain points" opens doors to innovation, differentiation, and new market segments.

JTBD in simple terms

Think of it like this: someone doesn’t buy a lawnmower because they want a machine. They buy it because they want a well-kept yard. That’s the real job. And someone else might hire a lawn service instead – because their version of that job includes saving time, not just cutting grass. The JTBD framework helps you pinpoint these different needs and design around them.

For business leaders, marketers, and product teams, JTBD offers a fresh, actionable way to understand evolving customer needs. By framing your solutions around customer jobs, instead of products, you gain clarity on how to innovate and grow.

Understanding customer needs is one of the most important parts of business growth – but it’s not always as straightforward as asking, "What do you want?" Often, customers can’t clearly articulate their real motivations or frustrations, or they may not even be consciously aware of them.

This is where the Jobs To Be Done method shines. By focusing on what customers are trying to achieve – the job – businesses can get a more accurate view of user behavior and decision-making. Instead of guessing or relying solely on macro trends, JTBD offers a structured approach to uncovering what drives customers to act.

Practical ways businesses apply JTBD

Companies use the JTBD framework across multiple areas of operation, especially in early-stage product development, marketing strategy, and customer research. Here’s how:

1. Conducting JTBD interviews

This involves speaking with customers and guiding them through their actual decision journey. The key is to explore what happened before, during, and after a purchase or usage moment. You’re listening for timeline details, emotions, context, and triggers – all insights that help define the job more clearly.

2. Mapping customer jobs

Once information is gathered, businesses build job maps. A job map breaks down what the customer is trying to get done into steps or stages. For example, someone shopping for a probiotic supplement might go from identifying a gut health issue (trigger), to researching options (evaluation), to wanting to feel confident in their choice (emotional driver).

3. Exploring job types: functional, emotional, and social needs

JTBD recognizes that a job isn’t only about functional goals (e.g., storing photos). Customers often have emotional jobs they want to fulfill (e.g., feeling peace of mind) or social jobs (e.g., appearing tech-savvy to peers). Businesses that explore all three dimensions gain a fuller picture of customer needs.

How JTBD-driven insights inform strategy

With the job clearly identified, teams can make better decisions across product development and marketing. For example:

• Product teams can prioritize features that directly support core customer jobs instead of following industry trends or guesswork.
• Marketing teams can create messaging that aligns with the outcomes the customer is aiming for – not just the product specs.
• Leadership teams can spot unmet needs in the market and develop innovation strategies to address them.

One of the key benefits of Jobs To Be Done in business is that it bridges the gap between customer research and action. It provides a structured yet flexible view of what people are trying to accomplish, allowing teams to align around solving real problems instead of just iterating on existing solutions.

At SIVO Insights, we help organizations surface these insights using custom research methods tailored to their goals. When paired with strong consumer insights and real-world context, the JTBD framework becomes a powerful tool for understanding customer behavior – and growing with intention.

The true power of the Jobs To Be Done (JTBD) framework becomes clear when we see how businesses use it in the real world to uncover customer motivations and fuel business growth. These examples show how applying JTBD can reshape product strategy, unlock innovation, and deliver more meaningful offerings to customers.

Case 1: A Fast Food Chain Rethinks Milkshakes

One of the most frequently cited JTBD success stories comes from a major fast food brand looking to increase milkshake sales. At first, they tried improving taste, portion size, and promotional strategies. But it wasn’t until they took a JTBD approach that things clicked.

Through in-depth customer research, the company discovered many customers bought milkshakes in the morning – not for taste, but to make long commutes enjoyable and keep them full until lunch. The milkshake was “hired” to do a job: fill time and hunger with one hand on the wheel.

This insight led to product tweaks like thicker consistency and easier-to-grip packaging, along with targeted morning promotions. Sales increased significantly, all because they understood the job the milkshake was hired to do.

Case 2: Software Company Refines Workflow Tools

A tech firm developing project management software was struggling with user retention, despite strong features. They applied JTBD interviews to explore what users were actually trying to get done when using the tool.

They discovered their target customers weren't just “managing projects” – they were trying to eliminate surprises, gain trust from leadership, and hit deadlines without burnout. This insight led to new features like automatic status updates, improved visibility, and intuitive dashboards that directly addressed these hidden motivations.

Retention and usage rates climbed once the product better aligned with the customers’ true needs.

Case 3: Retail Brand Expands with Smart Messaging

An apparel retailer applied the JTBD framework to better understand why loyal customers returned season after season. They found that shoppers weren’t just buying clothes – they were hiring the brand to feel confident quickly, especially for last-minute events or professional settings.

This led to new messaging centered around ease, confidence, and timeliness rather than just style or price. It also influenced store layout and digital experience improvements, helping the brand better match the real customer journey.

These examples illustrate how using JTBD to uncover customer needs, motivations, and behavior patterns leads to better decisions across industries – from food to tech to fashion. What’s consistent is how JTBD reframes product development and customer research as a pathway to meaningful consumer insights and long-term business value.

Once businesses understand what customers are truly trying to accomplish, they can make better decisions – not only about what to build, but also how to communicate and deliver it. That’s the core value of applying the Jobs To Be Done framework to product development and marketing.

Improve Product Development by Solving for the Right Problem

With JTBD in place, product teams can prioritize features, updates, and new concepts based on what users are really trying to accomplish. Rather than guessing what customers want or relying solely on competitor comparisons, teams can:

• Design solutions that directly address unmet customer needs.
• Eliminate features that don’t serve a real job, saving time and resources.
• Uncover white space opportunities by identifying underserved jobs users are struggling with today.

For example, if your customer is “hiring” an app to reduce daily stress, your product strategy will look very different than if you assume they simply want more functionality.

Enhance Marketing by Speaking to Motivation, Not Just Features

Marketing grounded in JTBD goes beyond product specs. It tells a story about how the offering fits into people’s lives. When businesses can articulate the emotional and functional jobs their product completes, their messaging resonates at a deeper level.

Say you're marketing a fitness service. Instead of focusing on “24/7 gym access,” a JTBD approach might highlight how your program helps users feel in control of their health despite a hectic schedule. You're showing how you help them get that job done.

Bridge the Gap Between Teams

Product, marketing, customer success, and sales teams often work in silos. A clear JTBD framework brings everyone into alignment with a shared understanding of customer needs.

This not only supports better product strategy, it also ensures every team is working toward the same outcome – helping the customer solve their job effectively.

Ultimately, using JTBD in your decision-making helps you focus on what really matters: understanding people, solving real problems, and earning long-term loyalty. It transforms fragmented customer research into an innovation strategy that drives lasting business growth.

Curious how to use the Jobs To Be Done framework in your own business? While JTBD can sound complex at first, it’s actually a very approachable tool when broken down into clear steps. Whether you're building a new product, refreshing your brand strategy, or just want to better understand your customers, JTBD offers a solid foundation.

Step 1: Identify Your Core Customer Segment

Start by clarifying who you're designing for. While JTBD can be applied to a broad audience, it's most effective when focused on specific user groups. The more detailed your customer profile, the more precisely you can uncover relevant jobs.

Step 2: Conduct Deep-Dive Customer Research

This step is where real insights emerge. Go beyond standard surveys or demographic data. Instead, conduct one-on-one interviews to explore customer behavior, emotions, and goal-driven choices. Questions might include:

• “Walk me through the last time you used [product/service]. What triggered it?”
• “Did anything frustrate you about your current solution?”
• “What else did you consider before choosing this option?”

These conversations help map both the functional and emotional jobs behind customer decisions.

Step 3: Analyze and Organize Jobs

As interview themes emerge, organize jobs into categories: primary (core reason), related (secondary tasks that support the primary job), and emotional (how they want to feel). This builds a complete view of why your product is “hired.”

Step 4: Translate Insights Into Action

With clear JTBD insights, guide your business strategy in several ways:

• Develop new offerings that better support key jobs.
• Improve existing products or features to be more aligned with customer goals.
• Craft messaging that speaks to the job being done, not just product features.

You don’t need to overhaul everything at once. Even small adjustments based on clearer understanding of customer needs can spark measurable business growth.

Step 5: Bring in Expert Support if Needed

While it’s possible to conduct JTBD research internally, it’s often helpful to partner with experienced market research experts. At SIVO Insights, we help businesses of all sizes apply JTBD through qualitative research, growth frameworks, and complete consumer insights programs tailored to unique business goals.

Whether you're just getting started or want to level up your innovation strategy, JTBD gives you the clarity to move forward with confidence. And you're never alone – the right partner can help simplify and guide the journey toward understanding what truly drives your customers.