Jobs to Be Done, often abbreviated as JTBD, is a customer-centered framework used in market research and product development. It focuses on understanding the underlying 'job' a customer is trying to accomplish when they decide to purchase or use a product or service.

Rather than simply segmenting customers by age, income, or lifestyle, JTBD digs deeper into their motivations. It starts with a simple but powerful question: “What job is the customer hiring this product to do?”

This “job” isn’t about employment – it’s about a desired outcome. Customers 'hire' products for a task or goal in their life. If the product performs well, they keep using it. If it can’t get the job done, they 'fire' it and look for something else. Understanding those jobs helps companies innovate with purpose, meet real needs, and build better solutions.

JTBD in Action (Simple Example)

Let’s say a person buys a smoothie every morning. At first glance, the job may seem like: “I’m thirsty.” But by using JTBD thinking, we find the deeper purpose: they’re hiring the smoothie to give them a quick, nutritious breakfast that helps them feel energized before work. Maybe it’s also about avoiding cooking or sitting in traffic longer. Those extra insights open up new ideas for innovation, such as quicker service, packaging to take on the go, or messaging focused on morning energy.

Key Components of JTBD:

• The Job: The fundamental task the customer is trying to accomplish
• Context: The conditions (emotional, situational, or social) surrounding the decision
• Outcomes: What a customer hopes will change or improve by doing the job

Unlike other product development frameworks, JTBD doesn't start with the product – it begins with the human need and works backwards.

JTBD is especially powerful when paired with market research tools such as in-depth interviews, observation, or surveys, which allow researchers to uncover patterns and themes across users. At SIVO Insights, we believe this pairing of structured interviews and behavior-focused questions makes the Jobs to Be Done framework one of the most insightful tools for understanding consumer behavior at a deeper level.

For business leaders responsible for innovation, marketing, or product strategy, understanding customer needs isn’t a luxury – it’s a necessity. Often, teams rely on surface-level data: sales numbers, broad customer segments, or survey scores. But these don’t always explain why customers make the choices they do. That’s where Jobs to Be Done research becomes a competitive advantage.

The JTBD framework gives leaders a more actionable grip on customer motivations. Rather than guessing why a campaign failed or a product underperformed, JTBD sheds light on the underlying purpose that drives consumer decisions. This foundation allows organizations to create solutions that resonate more deeply – and grow more sustainably.

How Jobs to Be Done Supports Business Growth

Whether you’re launching something new or fine-tuning an existing product, JTBD insights can guide key decisions:

• Innovation Research: Identify unmet or underserved jobs to uncover new product opportunities
• Product Development: Improve features or functionality by aligning with what users are really trying to achieve
• Marketing Strategy: Message your brand around the outcome customers care most about, not just the product benefits
• Growth Strategy: Focus resources and investments where they solve the most valuable problems for customers

Take this fictional example: A smart-home technology brand is struggling to grow its new product line. By applying Jobs to Be Done market research, they discover that consumers aren’t just looking for tech – they’re “hiring” these devices to create a sense of peace of mind while away from home. This insight shifts their messaging from gadget features to language around safety and emotional reassurance – leading to stronger sales and loyalty.

When Should Business Leaders Use JTBD?

JTBD isn’t just a concept for R&D or insights teams – it’s a lens that any leader can use when facing strategic questions. Some great times to apply the framework include:

• Early stages of product or concept development
• Entering a new market or customer segment
• Stagnant growth or unclear differentiation
• Customer churn or shifting brand perceptions

In these moments, understanding what job your product is truly being hired for can lead to more meaningful innovations and stronger go-to-market strategies.

Ultimately, Jobs to Be Done doesn’t replace your other research methods – it enhances them. When integrated into your growth strategy with the right questions and research design, JTBD helps prioritize what matters most to your customers. At SIVO Insights, we see this type of clarity spark meaningful breakthroughs, again and again.

The Jobs to Be Done (JTBD) framework shines when you're looking to understand your customers beyond demographics or traditional market segments. It uncovers the underlying motivations that drive decision-making – giving you powerful insight into consumer behavior. But when exactly should a business use JTBD?

Situations When JTBD Is Most Valuable

There are specific points in the business lifecycle where JTBD can have the greatest impact:

• Product development: Before designing or updating a product, you need to understand the true problem the customer is trying to solve. JTBD surfaces the “job” they’re hiring a solution to do – which may not be what you first assumed.
• Market positioning: If you're struggling to stand out in a crowded field, JTBD helps identify what needs are going unmet. This can help clarify your unique value proposition.
• Innovation research: Looking to disrupt the market? Use JTBD to explore gaps and white space that traditional segmentation might miss.
• Messaging or brand strategy: To resonate emotionally and functionally with your audience, you need to align with the key “jobs” they care about.
• Declining performance: If a product is losing relevance, JTBD can identify whether customer needs have shifted – and what would make your offering meaningful again.

Think “Jobs” – Not Just Customers

Unlike traditional market research that focuses on “Who is our customer?”, JTBD asks “What goal is this person trying to achieve in their life – and how do they make choices to get there?” This shift in perspective opens new strategic opportunities.

For business leaders steering growth, JTBD is especially helpful because it connects individual customer insight to high-level planning. It shows where demand already exists – or where innovations could create it.

JTBD at the Right Time = Clearer Strategy

Bringing JTBD research in early – before launching new initiatives or reallocating resources – can give your efforts sharper direction. Rather than chasing trends or gut feel, you're basing strategy on why people buy, switch, or stay loyal.

And while JTBD is powerful on its own, it often works best when combined with other research tools (like surveys or segmentation) to give you a full view of your audience.

To truly see how powerful JTBD can be, it helps to look at how businesses apply it in practical ways. Whether you're refining a product, repositioning a brand, or exploring new audiences, JTBD insights can reveal unmet customer needs you didn’t know existed.

Scenario 1: Innovating Outside the Category

Imagine a fictional food brand noticing that younger customers aren’t buying traditional snack bars. JTBD research might reveal that the real job consumers are hiring food to do at 3 p.m. isn't about nutrition – it’s about “resetting energy and focus during back-to-back Zoom calls.” Armed with this insight, the brand pivots to launch a line of bite-sized, calming-functional snacks – solving the job better than a protein bar ever did.

Scenario 2: Digital Tool with Low Engagement

Consider a mock B2B SaaS company offering a team collaboration app. Usage is lagging, despite solid features. JTBD research reveals that users are not trying to “collaborate” – they’re actually trying to “avoid communication overload while staying aligned.” That small but critical insight leads to a rework of the app’s design and messaging – with greater focus on quiet organization, not group chats. Engagement climbs.

Key Benefits of Applying JTBD

• Customer-focused innovation: JTBD helps you design solutions that reflect real needs – not just assumed ones.
• Stronger product-market fit: New offerings resonate more when they directly solve targeted “jobs.”
• Clarity for marketing: Messaging becomes sharper when it speaks to what people are trying to achieve.
• Growth strategy alignment: Knowing what jobs exist – and how well you fulfill them – helps prioritize opportunities.

These examples highlight a crucial advantage: JTBD doesn't just confirm what customers say they want. It uncovers why those things matter, giving businesses a deeper layer of insight to fuel smart strategy.

Every product or service is being “hired” to do a job. The businesses winning their categories are the ones who understand those jobs better than their competitors – and deliver on them powerfully.

At SIVO Insights, helping businesses understand people – their needs, motivations, and beliefs – is at the heart of what we do. Our approach to Jobs to Be Done research is designed to go beyond surface-level data, delivering clear, relatable insight into the real reasons your customers make decisions.

A Flexible, Human-Centered JTBD Approach

SIVO builds custom research studies around your business goals – whether you're shaping a product strategy, refining brand positioning, or exploring white space. Our JTBD services include:

• Qualitative discovery: We conduct one-on-one interviews, ethnographies, or observational research to uncover the emotional and functional jobs real people are trying to solve.
• Quantitative validation: Once key jobs are identified, we use surveys and modeling techniques to quantify demand, segment audiences by jobs, and prioritize by ROI impact.
• Actionable insight delivery: We translate findings into easy-to-understand “job stories” that clarify who your customers are, what they’re trying to accomplish, and how your brand can help.

Why Work With SIVO?

JTBD research succeeds when it balances analytical rigor with human nuance. At SIVO, we believe it takes more than data alone – it takes empathy, collaboration, and curiosity. Our research teams pair proven frameworks with deep listening, real-world business experience, and adaptable methods that meet you where you are in your growth journey.

And because we work across industries – from CPG to tech to financial services – we understand the unique challenges different sectors face. Whether you want to validate an innovation pipeline or re-energize a mature product, we’ll tailor a research design that gets you the answers you need.

With SIVO, you don’t just get reports. You get informed partners who turn insight into action – helping your team build with clarity, connect with real needs, and grow with confidence.