Product portfolios often grow organically – a new flavor here, a limited-time offer there. Over time, however, these additions can result in bloated assortments and confused customers. When product line extensions are based on assumptions or internal pressure to “do something new,” they often miss the mark.

This is where the Jobs To Be Done (JTBD) framework brings focus. Rather than starting with what the business wants to sell, JTBD starts with what the customer is trying to accomplish, or the “job” they are hiring a product to do. This mindset helps ensure that any new SKU, feature, or product variant delivers clear, differentiated value – not just more of the same.

Understanding the risk of unfocused product development

When brands skip deeper consumer insights and rely solely on trend watching or competitor copying, they open the door to poor product decisions. Common issues include:

• Duplicative offerings that cannibalize existing sales
• Confusing navigation at shelf or online
• Mismatch between product features and real customer needs
• Lower profit margins due to operational complexity

The JTBD approach helps teams ask better questions like, “What progress is our customer trying to make?” or “What job is this new feature being hired to do that our current portfolio doesn’t address?”

JTBD framework as a filter

By using JTBD as a lens, innovation teams can clarify which new product ideas are worth pursuing. This doesn't mean tossing all creative ideas aside. Rather, it gives you a structured method to validate whether those ideas align with the functional, emotional, or social needs of your customers.

For example, if a sparkling water brand considers adding a new flavor, a traditional approach might focus on flavor trends. A JTBD-driven strategy asks: “What moments in the customer’s daily life are underserved by our current lineup?” Maybe the job isn’t about taste, but about helping customers feel in control during stressful workdays. That insight could inspire an entirely different product innovation with functional benefits or calming language.

Benefits of guided extensions

Using the JTBD framework for strategic product line extensions provides several advantages:

• Ensures alignment with what customers truly need
• Maintains brand clarity by avoiding random add-ons
• Supports long-term growth and portfolio health
• Creates a more meaningful and focused innovation pipeline

At SIVO Insights, we often help clients structure their product development and research process around the JTBD framework for exactly these reasons. It allows businesses to stay both strategic and customer-driven, even while bringing new ideas to market.

One of the key strengths of the Jobs To Be Done approach is its focus on uncovering the true motivations behind customer behavior. Instead of looking at demographics or general preferences, JTBD digs into specific situations in which consumers “hire” a product to help them accomplish something – whether practical, emotional, or social.

For companies exploring new product versions or line extensions, the critical question becomes: which jobs are customers struggling to fulfill with our current offerings?

Finding the jobs that justify new SKUs

Before committing to a new version of a product, use JTBD research to pinpoint where current solutions fall short. This often involves qualitative research methods like in-depth interviews or ethnographic studies – tools that SIVO Insights specializes in – to uncover unmet needs in real-life contexts.

Some common types of jobs that can justify a new product extension include:

• Functional improvements – Speed, portability, convenience, durability
• Emotional support – Helping users feel confident, secure, or relaxed
• Social signaling – Enabling users to signal status, values, or group identity

For instance, in the case of a protein bar brand, the existing line may serve the job of “keeping me full between meals.” But further research might reveal another job: “give me a sense of control over my health when traveling.” That might point to a smaller format or resealable packaging as a worthwhile product extension.

Methods for JTBD research in new product development

To uncover meaningful jobs worth building into your pipeline, you’ll need a blend of deep listening and structured analysis. At SIVO, we often recommend a layered approach to consumer insights that includes:

• Contextual interviews that explore real decision-making moments
• Journey mapping to understand when and why customers select your product
• Segmentation based on common jobs rather than just customer personas

This process not only reveals gaps in your current assortment, but also surfaces overlooked use cases that can inspire innovation. You may discover that a product line originally built for busy moms also serves young professionals seeking quick self-care moments – a valuable insight for communication or feature redesign.

Building product versions that add true customer value

The end goal of using JTBD for product extensions isn’t just variety – it’s value. Companies that use JTBD effectively don’t just add options, they add options that make it easier for customers to succeed. This clarity leads to smarter product planning and avoids the trap of launching variants that confuse rather than serve.

When guided by real jobs, your new product versions deliver customer-centered innovation and stand a better chance of long-term success. The result: stronger brand relationships, more relevant offerings, and a portfolio that grows with purpose.

One of the most valuable applications of the Jobs To Be Done (JTBD) framework is in evaluating whether new product features or SKUs align with your customers’ real needs. In today’s competitive landscape, launching a new flavor, size, bundle, or feature without validation can lead to wasted resources or worse – confusion for your consumers. JTBD helps ensure that every addition strengthens your product strategy rather than diluting it.

Digging Deeper into What Customers Are Trying to Accomplish

The core idea behind JTBD is that people buy products to get a specific job done – not just to own the product itself. When considering new product ideas, companies often focus on internal opportunities (e.g., sales gaps or production capabilities) rather than external desires. JTBD flips that script by grounding innovation in actual customer behavior and unmet needs.

Questions to ask using JTBD-driven thinking:

• What job is this new SKU or feature helping the customer complete?
• Is this job currently underserved by our existing product line?
• Would a customer switch to our competitor if they addressed this job better?
• Does this extension deepen the value of our product, or merely add variety?

These questions refocus product development efforts on creating meaningful outcomes rather than superficial updates. For example, a meal kit company might consider a new express version of their best seller. JTBD would ask, “Is the consumer hiring this kit to save time after work?” If yes, then a 10-minute prep version may fill an unmet need.

Validating Market Fit Before Launch

JTBD research doesn't just identify potential – it also helps test the resonance of a product before investing heavily in marketing, packaging, or shelf space. Through qualitative interviews, surveys, and behavioral data, you can learn whether a new feature or SKU truly aligns with the way your target customers define success in a specific job.

JTBD is often used alongside other market research tools to prioritize which product extensions to greenlight. This layered approach helps product teams avoid chasing trends and instead pursue ideas that are both desirable and useful to their audience.

Bottom line? Using JTBD to evaluate new SKUs builds a bridge between innovation and commercial viability – ensuring that your extensions meet real customer needs instead of adding noise to your portfolio.

Understanding how other brands have successfully leveraged JTBD can make the benefits of the framework truly click. These case examples illustrate how companies across industries have expanded their product lines by focusing on customer jobs, not just product attributes.

CPG: Ready-to-Drink Beverages for On-The-Go Hydration

A leading bottled water brand noticed a growing preference for functional hydration among active consumers. Standard still water wasn’t fully addressing the job of “staying fueled and alert during a busy day.” Through JTBD research, they uncovered that customers were seeking hydration plus an added health boost – without resorting to sugary options.

This insight led to a successful product line extension: a vitamin-enhanced water with clean ingredients for on-the-go use. The SKU was not just a flavor variation – it answered a job more precisely than the original product.

Technology: Simplifying Workflow with Feature Extensions

A productivity software firm used the JTBD framework for new product ideas when considering adding AI-assisted writing to its platform. Rather than launching tech for tech’s sake, JTBD helped them pinpoint a specific customer job: quickly turning project notes into action-ready plans.

By targeting that job, they tailored the update to help users save time and improve output quality. The feature gained rapid adoption, even among less tech-savvy users, because it clearly supported a goal they already had – just in an easier way.

Apparel: Expanding Fit Options Without Losing Brand Equity

One clothing brand used JTBD to guide product innovation toward more inclusive sizing. Instead of framing it solely as a requirement, they used consumer insights to understand deeper emotional jobs: feeling confident and seen in your clothing, without compromising on style.

This led to a new line that extended popular designs into broader size ranges while maintaining the same aesthetic. It was a business decision that drove growth, but also closely aligned with the brand’s promise and customer aspirations.

Key Takeaway

Whether you're working in CPG, tech, apparel or services, JTBD gives context to what customers are really hiring your brand to do. These examples show that when product teams combine JTBD with strategic research, line extensions become more than guesses – they become tools for deepening loyalty and relevance.

As businesses explore product innovation, there's always a risk of losing sight of what makes their brand special. Introducing new versions, flavors, or features can quickly lead to a fragmented identity if not grounded in a clear understanding of why customers choose a brand in the first place. That’s where the JTBD strategy shines – it places customer intent at the center of innovation, helping companies grow without drifting from their core purpose.

Innovation Without Losing Direction

When you use JTBD research for product planning, you’re not just adding to your lineup – you’re reinforcing it. By focusing on the specific jobs your brand already satisfies (and which jobs are underserved), you can evaluate which extensions enhance your brand promise versus those that may dilute it.

For instance, a snack brand known for indulgence might be tempted to launch a healthy variant just to capture new trends. But JTBD might reveal that customers hire this snack product for a very specific job – treating themselves at the end of a long day. A health-focused SKU may conflict with that purpose, confusing consumers and reducing brand clarity.

JTBD Helps Avoid Brand Dilution by:

• Encouraging product ideas that stay aligned with customer expectations
• Eliminating extensions that miss key emotional or functional jobs
• Clarifying which jobs your brand should never attempt to fulfill

These insights ensure your product development efforts don't just follow market trends, but align with how your audience already sees and values your brand.

Sustaining Consumer Trust During Growth

JTBD empowers teams to identify what customers truly care about in their interactions with your product. That emotional and functional depth builds guardrails around your innovations, allowing for experimentation within boundaries that feel familiar and reassuring to your audience. This strengthens consumer trust even as your portfolio evolves.

Used correctly, the JTBD framework becomes more than an innovation tool – it's a strategic lens that protects both brand reputation and customer relationships. Paired with thoughtful consumer insights and flexible qualitative or quantitative research, it's a way to grow with intent instead of growing aimlessly.