A Jobs to Be Done (JTBD) statement is a concise description of the progress a customer wants to make in a specific situation. It focuses on the outcome or goal the customer is trying to achieve, not the product or service itself. By understanding the “job” your product or service is being hired to do, you can build and market solutions that better meet real customer needs.

Unlike traditional personas or user profiles, which often segment people by demographics or lifestyles, JTBD centers around intention. It asks: Why does someone choose this product or service? What problem are they looking to solve right now?

Structure of a JTBD Statement

A strong Jobs to Be Done statement generally follows this format:

“When [situation], I want to [motivation], so I can [desired outcome].”

Here’s a quick example (fictional for illustration purposes):

“When I’m commuting to work, I want to listen to current news without using my hands, so I can stay informed without being distracted.”

This statement isn’t describing a product – it’s articulating the job. It opens the door for product innovation that could meet this need in many ways, such as voice-activated news apps, smart headphones, or integration with home assistant devices.

Key Elements of a JTBD Statement

• Trigger or situation: The context in which the job arises.
• Motivation: What the person wants to do.
• Desired outcome: The benefit they aim to achieve.

These elements capture not only what the customer wants, but also why. This shift in focus—from the solution to the problem—makes JTBD statements valuable for both product development and long-term business strategy. Understanding this difference is essential for business leaders aiming to transform raw customer feedback into clear innovation paths.

When written effectively, a JTBD statement becomes a lens for decision-making. It can influence everything from product features to marketing messages, ensuring that your solution stays aligned with real-world consumer insights.

In today’s saturated markets, relying on product features or price alone seldom leads to long-term success. What truly distinguishes companies that grow consistently is their ability to meet customers at the level of their real goals. That’s exactly where Jobs to Be Done statements shine. They help uncover what customers are trying to accomplish—and why—so businesses can respond with more impactful offerings.

Aligning Solutions with Customer Needs

At their core, JTBD statements help businesses bridge the gap between what they offer and what customers actually need. By writing a clear and thoughtful JTBD statement, you switch your focus from abstract demographics to situational understanding. This allows your teams to prioritize actions that align with customer outcomes, not just internal hypotheses.

For example, instead of saying “millennials want convenient meals,” a JTBD view would say: “When I get home late from work, I want a healthy meal ready quickly so I can relax without sacrificing nutrition.” The latter is more actionable, and that insight can fuel more effective product innovation.

Driving Product Innovation and Development Strategy

JTBD insights can guide product teams in prioritizing which features to build, what user experience matters most, and how to evaluate customer satisfaction. Whether you're creating something new or refining an existing service, knowing the job your product is being hired to do clarifies how it adds value.

This is where market research plays an essential role. Leveraging customer interviews, surveys, and observational insights (qualitative and quantitative), you can identify patterns in behavior and turn these into usable JTBD statements. A JTBD framework doesn’t replace existing product development practices – it enriches them by adding a more human-centered perspective.

Fueling Business Strategy and Market Growth

A well-defined JTBD statement doesn’t just help products succeed—it sharpens your competitive edge. By analyzing customer jobs across different segments, businesses can spot unmet needs and emerging opportunities. These insights become the foundation for stronger market strategies, competitive positioning, and messaging that resonates.

Here are a few ways JTBD statements can support sustained business growth:

• Reveal underserved customer segments you may have overlooked
• Inform new product offerings based on real customer intent
• Clarify value propositions and messaging for marketing teams
• Support cross-functional alignment between product, design, sales, and research teams

Ultimately, JTBD is more than just a research tool – it’s a strategic asset. When used well, a single JTBD statement can reframe your view of the market, guide smarter decisions, and set the stage for meaningful innovation aligned with business goals.

Creating an effective Jobs to Be Done (JTBD) statement doesn't have to be overwhelming. If you're new to the JTBD framework, think of it as a tool to better align your products or services with what your customers are really trying to achieve. The goal is to turn observed customer needs into clear, actionable direction for product development, innovation, or marketing strategies. Here's a simple step-by-step approach.

Step 1: Identify the Customer and Context

Start by defining who your customer is and under what circumstances they seek your solution. This sets the stage for understanding the deeper motivation behind their behavior. Are they shopping for convenience? Searching for expertise? Trying to save time?

Step 2: Uncover the Core Job They Want to Accomplish

Ask: What is the customer really trying to get done? Not just what task they're performing, but the underlying goal. For example, someone buying noise-canceling headphones isn’t just purchasing electronics – they’re trying to concentrate better in loud environments.

Step 3: Explore Functional and Emotional Aspects

A well-rounded JTBD statement includes both functional and emotional motivations. The functional side explains what the customer wants to achieve, while the emotional side looks at how they want to feel. Balancing both helps you build a deeper, more complete product vision.

Step 4: Use the Standard JTBD Format

A simple way to draft your statement is:

• When [situation], I want to [job], so I can [desired outcome].

For example: “When I’m working from a coffee shop, I want to reduce background noise, so I can stay focused and meet my deadlines.”

Step 5: Validate and Refine with Research

Don’t stop at assumptions. Use market research and consumer insights to validate your JTBD statement. Field interviews, surveys, and usage data can offer crucial feedback to refine and prioritize which jobs matter most to your audience.

Why This Matters

By understanding how to create a jobs to be done statement, you turn abstract ideas into grounded business strategies. JTBD in product development strategy helps identify unmet customer needs, reduce waste during innovation, and ensure your team stays aligned on what truly drives value.

If you're looking for guidance on writing your own JTBD statement, examples can be incredibly helpful. Below are simple, fictional scenarios that illustrate how different industries can apply the JTBD framework to better serve their customers and uncover business growth opportunities.

Consumer Goods

Example Statement: When I’m preparing a quick meal after work, I want to use ingredients that require minimal prep, so I can have dinner ready in 15 minutes and unwind with my family.

Business Takeaway: This uncovers a product innovation opportunity in easy-prep solutions or pre-seasoned meal kits tailored to busy professionals.

Financial Services

Example Statement: When I'm trying to track my monthly spending, I want to quickly categorize expenses, so I can feel confident I’m staying on budget.

Business Takeaway: This points to developing intuitive mobile app features that automatically tag recurring charges and offer spending summaries – addressing both functional and emotional customer needs.

Healthcare

Example Statement: When I notice a new symptom, I want to find trustworthy information fast, so I can decide whether I need professional care or just rest and monitor it at home.

Business Takeaway: Innovation teams can use this to design symptom-checking tools or telehealth services focused on reassurance and convenience.

Technology

Example Statement: When I’m switching between devices, I want my work to sync instantly, so I don’t lose time looking for the latest version.

Business Takeaway: This could inspire cross-device collaboration tools, increasing stickiness and loyalty across software users.

Retail

Example Statement: When I have a special occasion coming up, I want to find a meaningful gift easily, so I can feel good about what I’m giving and spend less time shopping.

Business Takeaway: This shapes in-store or online personalization tools that help customers find thoughtful gifts faster.

These examples of jobs to be done statements show how versatile the JTBD framework is across sectors. Whether you’re pursuing JTBD in product development strategy or refining your marketing approach, understanding your customers’ real goals helps unlock more meaningful solutions.

At SIVO Insights, we specialize in helping companies see beyond surface behaviors to uncover the “why” behind customer decisions. Through custom market research that blends qualitative depth and quantitative validation, we guide brands to uncover the right JTBD statements rooted in real human needs and aspirations.

Tailored Research, Real Understanding

No two businesses – or customers – are alike. That’s why we design every research study to fit your specific situation. Whether you’re launching a new product, exploring a market strategy shift, or refining an existing offering, we help identify the jobs people are hiring your brand to do.

Methods That Go Beyond Just Asking

We use a mix of approaches – ethnography, one-on-one interviews, online communities, mobile diaries, and more – to dig deep into the contexts where decisions happen. This human-level insight helps clients go from generic needs to precise, measurable consumer insights that fuel product innovation.

From Insight to Action

The outcome is far more than just a research report. We translate findings into clear, actionable JTBD statements that can align your product development, marketing, and innovation teams. We help you turn customer needs into strategy – a blueprint for the solutions your audience truly cares about.

Flexible Support That Scales with You

Some clients prefer full-service support through our Consumer Insights solutions. Others augment internal teams with fractional insights experts from SIVO On Demand Talent (ODT). Either way, we scale our support to fit your bandwidth, teams, and timelines – ensuring you have the right tools and people to bring JTBD to life.

With SIVO, you aren’t just checking a box. You’re building a stronger bridge between your customers and your business strategy. That’s the power of using market research to write JTBD statements that drive value, innovation, and growth.