Introduction
What Is Jobs To Be Done and Why It Matters for Services
Understanding the Jobs To Be Done Framework
Jobs To Be Done (JTBD) is a framework for understanding customer behavior by answering one simple question: What job is the customer “hiring” your service to do? Rather than focusing solely on demographics or usage stats, JTBD centers on the outcomes people are trying to achieve in a specific context. In the world of services, this is especially important because services are inherently experiential – they often solve emotional or time-sensitive needs, even if customers can’t always articulate those needs clearly themselves.The Core Idea
Think of JTBD like this: people don’t want a loan, they want financial security. They don’t want a fitness app, they want to regain control of their health. The true “job” goes beyond the product or service itself – it’s about the progress the customer is trying to make. At its core, JTBD helps you:- Understand the motivations behind customer choices
- Design services that align with actual customer goals
- Break free from assumptions and focus on real-world needs
Why JTBD Matters in Service Innovation
Services often compete not just on price, but on how well they fit into a customer’s life. That’s why JTBD is such a valuable tool for service innovation. It pushes teams to filter out noise and focus on what customers are truly trying to get done. For example, a fictional hotel chain might think guests are primarily concerned with room size or amenities. But by using the JTBD framework, they might discover that business travelers are really “hiring” the hotel for hassle-free check-in and a strong Wi-Fi connection that lets them stay productive on the go. That insight can guide service design far more effectively than traditional features.Real-World Applications for Service Businesses
From education to entertainment, services today must be designed with the full customer journey in mind. JTBD brings structure to that process by framing every touchpoint around the job it serves. Here’s how it contributes to service development:- Improves alignment between customer needs and service offerings
- Reveals pain points that aren’t always captured in surveys or reviews
- Unlocks new, differentiated solutions that competitors may overlook
How the JTBD Framework Uncovers Hidden Customer Needs
Looking Beyond What Customers Say
One of the biggest challenges in service innovation is this: customers rarely articulate their true needs. They might say they want faster service or better support – but what they’re actually seeking could be confidence, reassurance, or the feeling that their time is valued. This is where the Jobs To Be Done framework excels. Instead of just collecting feedback, JTBD investigates the deeper motivations behind decisions. It explores the full set of circumstances that led someone to “hire” a service, including functional needs (what they want to get done), emotional needs (how they want to feel), and social considerations (how they want to be perceived by others).Unpacking the Job through JTBD Interviews
One of the most effective ways to uncover hidden needs is through Jobs To Be Done interviews. These structured conversations dig into the moment of choice – the tipping point that caused a customer to seek out a service. A typical JTBD interview might ask:- What was going on in your life when you started looking for this service?
- What other solutions did you consider – and why did you reject them?
- What mattered most when you made your decision?
- What did “success” look like after using the service?
Using JTBD to Spot Innovation Opportunities
By mapping these insights to the customer journey, businesses can reframe their service offers in a more compelling way. Whether it’s improving onboarding, reshaping a loyalty program, or overhauling communication touchpoints, JTBD points to what truly matters. Let’s say a fictional telehealth provider learns that patients aren't just booking appointments for convenience – they’re seeking peace of mind in moments of uncertainty. That insight might lead to more empathetic communications, user-friendly mobile scheduling, or 24/7 access to health information – all aligned to the underlying job.Bridging Gaps in Traditional Market Research
Traditional consumer research tools like surveys and focus groups have value, but they often rely on assumed answers. JTBD complements these tools by offering richer discovery:- Reveals the “why” behind the “what”
- Helps prioritize what features or moments in the experience carry the most weight
- Creates a common language across teams about what customers are trying to achieve
Real-World Examples of Jobs To Be Done in Service Industries
Real-World Examples of Jobs To Be Done in Service Industries
Understanding the Jobs To Be Done (JTBD) framework becomes much easier when we look at how it comes to life in real service settings. These examples show how businesses can shift from simply delivering services to solving the real problems their customers are trying to overcome.
Here are a few fictional but relatable examples that highlight JTBD in action:
A Fitness App: The Job Isn't Just Exercise
Many consumers sign up for workout apps to “get healthier,” but the real job might be something more specific like, “I want to feel more energetic during my workday” or “I want to regain confidence after having a baby.” By uncovering these deeper motivations, service providers can tailor their offerings – for instance, by adding short morning routines for busy professionals or postpartum recovery programs – directly meeting emotional and practical needs.
Banking Services: Moving Beyond Transactions
Suppose a regional bank assumes customers visit branches simply to deposit checks. On closer inspection using JTBD tools, they uncover the job is actually, “Give me peace of mind by helping me manage unexpected financial issues.” This subtle but powerful shift may lead the bank to develop easy-to-access emergency savings accounts or personalized digital financial advice – services better aligned with customer aspirations.
Online Learning Platforms: Learning with a Purpose
People don’t just take online classes to “learn” – their job may be “I want to switch careers without going back to school full time.” JTBD findings could inspire the platform to offer flexible learning paths, career coaching, or partnerships with employers, creating a stronger service fit for real-world demands.
Hospitality and Travel: It's Never Just About the Room
A hotel may assume its value lies in the quality of a room, but JTBD interviews reveal some guests are hiring the hotel for “a reliable space to recharge while attending a high-stakes conference.” This could lead to adjustments in service design – such as offering quiet zones, fast check-in, or healthy meal options that support work performance.
These examples demonstrate that the JTBD framework helps service providers go far beyond surface-level assumptions. By identifying why customers really “hire” a service, businesses can shape offerings in a way that feels deeply personalized and relevant – unlocking growth potential and stronger loyalty.
How JTBD Drives Service Innovation and Business Growth
How JTBD Drives Service Innovation and Business Growth
Innovation in services doesn’t only come from new technology or features – in fact, some of the most powerful shifts come from better understanding customers. The Jobs To Be Done (JTBD) framework serves as a bridge between deep consumer understanding and smart strategic decisions, helping organizations innovate in practical ways that lead to sustained business growth.
Reframing Services Around Customer Goals
Traditionally, service providers think in terms of operations or touchpoints: how efficiently something is delivered, or how it performs. But JTBD invites us to take a fresh perspective – What is the customer ultimately trying to accomplish, and how can we help them do it better?
By designing around jobs instead of tasks, businesses shift from reactive to proactive strategies. For example, instead of reacting to customer complaints, a company can identify and serve unmet needs in advance, creating offerings that feel almost intuitive.
Fostering Targeted Service Design and Differentiation
When services are too generic, they often fail to stand out. JTBD helps teams make decisions based on real needs, so services become distinct and memorable. This is especially valuable in sectors like finance, healthcare, education, or hospitality, where customers have different functional, emotional, and social jobs depending on their context.
- A telehealth provider, for example, might use JTBD to uncover that busy parents want fast, trustworthy care without leaving home – leading to weekend pediatric appointments and 24/7 chat access.
- A delivery service may uncover that its real job isn't just “bringing food fast,” but “helping me feed my family stress-free during hectic weekdays.” That insight could inspire subscription plans or curated weekly menus.
Supporting Market Research and Growth Strategy
The JTBD framework can also guide foundational consumer research. When paired with qualitative interviews and observational methods, it turns vague behaviors into clear intent. This allows service providers to:
- Spot unmet needs in existing markets
- Uncover growth opportunities in adjacent segments
- Prioritize features or improvements based on customer motivation
By uncovering the ‘why’ behind consumer actions, organizations can make smarter choices about where to invest, expand, reduce friction, or innovate – all backed by real-world insight.
In short, JTBD doesn’t just improve experiences – it aligns services with what truly matters to customers, setting the stage for confident, insight-led innovation and sustainable business success.
Getting Started with JTBD in Your Service Organization
Getting Started with JTBD in Your Service Organization
Thinking about applying the Jobs To Be Done (JTBD) framework in your service-based business? You don’t need to be a market research expert to begin – you just need curiosity about your customers and a willingness to reframe how you see your role in their lives. Here’s a simple path to get started.
Start with One Key Customer Segment
Don’t try to overhaul everything at once. Pick a customer segment that is strategic yet manageable – for example, new customers, frequent users, or a high-growth area of your business. Starting small helps you test and refine your JTBD approach.
Conduct Discovery Interviews (With the Right Questions)
JTBD doesn’t rely on surface-level answers like “I use this service because it’s fast.” Instead, it digs into the emotional, functional, and social progress the customer is trying to make. Conduct in-depth interviews using open-ended, exploratory questions like:
- “What was going on in your life when you decided to look for this type of service?”
- “What were you hoping this service would help you accomplish?”
- “What other options did you consider – and what did they lack?”
These types of questions help you uncover the deeper motivations and situations that truly shape service decisions.
Translate Insights Into Actionable Opportunities
Once you’ve gathered customer insights, look for patterns. Are there recurring jobs people are trying to accomplish? Where are they struggling? These insights can point the way to smarter service design, clearer messaging, or new offerings. Here are a few ways to apply them:
- Refine messaging to reflect real-life scenarios customers relate to
- Update service features to reduce friction or remove confusion
- Create new services that address jobs that current offerings leave unmet
Partner with Research Experts (Optional but Powerful)
While it’s possible to do early research internally, many service organizations turn to consumer insights partners like SIVO for thoughtful, custom research support. Experts help ensure questions are unbiased, interpretations are clear, and the insights are rich enough to truly guide innovation.
The great thing about JTBD is that it’s not just a tool – it’s a mindset. Once your team starts thinking in terms of customer jobs, it becomes second nature to focus on outcomes, not just offerings. And that shift can unlock smarter strategies, stronger customer connections, and long-term business growth.
Summary
Created for service-focused business leaders just beginning to explore market research or innovation, this guide introduces the Jobs To Be Done (JTBD) framework in an approachable and practical way. We started by explaining what JTBD is and how it applies to services – revealing that behind every service interaction is an underlying job your customer is trying to get done. We discussed how the framework helps uncover hidden needs that often go unnoticed through traditional approaches.
Next, we explored real-world examples of JTBD in action – from fitness apps to banks and education platforms – showing how reframing your service around customer goals can reveal entirely new opportunities. We also connected JTBD to business outcomes, highlighting how this framework fuels smarter service design, helps differentiate your offerings, and drives sustainable business growth informed by actionable customer insights.
Finally, we offered simple steps to begin using JTBD inside your organization – from discovery interviews to insight application – no jargon, no guesswork. Whether you're just getting started with market research or exploring new ways to better understand your customers, JTBD offers a powerful foundation for clarity, innovation, and genuine customer connection.
Summary
Created for service-focused business leaders just beginning to explore market research or innovation, this guide introduces the Jobs To Be Done (JTBD) framework in an approachable and practical way. We started by explaining what JTBD is and how it applies to services – revealing that behind every service interaction is an underlying job your customer is trying to get done. We discussed how the framework helps uncover hidden needs that often go unnoticed through traditional approaches.
Next, we explored real-world examples of JTBD in action – from fitness apps to banks and education platforms – showing how reframing your service around customer goals can reveal entirely new opportunities. We also connected JTBD to business outcomes, highlighting how this framework fuels smarter service design, helps differentiate your offerings, and drives sustainable business growth informed by actionable customer insights.
Finally, we offered simple steps to begin using JTBD inside your organization – from discovery interviews to insight application – no jargon, no guesswork. Whether you're just getting started with market research or exploring new ways to better understand your customers, JTBD offers a powerful foundation for clarity, innovation, and genuine customer connection.
