The Jobs To Be Done (JTBD) framework is a way of thinking about customer needs that shifts the focus from demographics or product features to the underlying tasks, or “jobs,” that people are trying to accomplish in their lives.

It starts with a simple idea: people don't just buy products – they “hire” them to do a job. Whether that job is to help them commute faster, feel more confident, or entertain their children on a rainy day, customers are always trying to make progress in some part of their life. Your product or service is just one potential solution they might choose to get that job done.

Understanding Customer Jobs

In JTBD, a "job" refers to the goal or task a customer is trying to complete. These jobs can be functional (like mowing a lawn), emotional (like feeling a sense of achievement), or social (like appearing professional in front of peers).

For example, if someone buys a smoothie on their morning commute, the job may not just be “drink something healthy.” It might be “have a clean, convenient breakfast that helps me feel energized and stay on track before a long workday.” This deeper insight into their motivation gives businesses clearer direction on how to design, market, or reposition their offerings.

How the JTBD Framework Works

The JTBD framework involves interviewing real customers and identifying patterns in their choices – what triggered their need, what options they considered, and why they made their final decision. It's not just about asking what they like, but about uncovering what they're really trying to get done.

This framework typically includes:

• Identifying high-stakes jobs: Pinpointing jobs that are important and underserved.
• Understanding context: Looking at when, where, and how the job arises in the customer’s life.
• Exploring decision-making: Mapping what influences customers’ choices, including emotional and practical drivers.

Jobs To Be Done vs. Personas

While personas focus on building fictitious profiles around demographics (e.g., “Emma, age 34, busy working mom”), JTBD centers on real motivations and use-cases, such as “I need something that helps my morning routine go smoothly so I don’t feel overwhelmed.” Think of it as designing for situations, not statistics.

Ultimately, JTBD helps companies create offerings not based on assumptions, but on the true problems people are trying to solve. That’s a powerful lens—not only for product development, but for crafting a more meaningful customer experience.

Understanding your audience is essential, but traditional market research tools often fall short in explaining *why* customers behave the way they do. That’s where JTBD adds unique value. It uncovers the deeper motivations behind customer choices and helps businesses design solutions that truly match what people want to get done.

Aligning Research with Real Needs

In modern market research, there’s a growing need to move beyond surface-level preferences and into the root causes of user behavior. The Jobs To Be Done framework bridges that gap by focusing on context-driven decision-making. Rather than just asking customers “What do you value in a product?”, JTBD digs into questions like “What happened in your life that made you start looking for a solution?”

This shift is especially useful for:

• Improving innovation research: By understanding unmet or underserved jobs, companies can create new offerings that solve real problems.
• Informing product development: JTBD gives teams clarity on the outcomes users are expecting, helping guide design and functionality.
• Refining growth strategies: Identify which jobs are high-value or repeatedly occurring, giving insight into which markets or features to prioritize.

The Benefits of Using Jobs To Be Done

Adopting a JTBD research framework can bring several benefits to business strategy, especially when the goal is market differentiation and sustainable growth.

Some of the key benefits include:

1. Clearer customer insights: JTBD helps uncover the “why” behind actions, going deeper than demographic or behavioral data alone.

2. Stronger product-market fit: When products are designed to fulfill real jobs, customers are more likely to adopt, engage, and stay loyal.

3. Better prioritization: JTBD helps identify which jobs matter most, so you can focus innovation and messaging where it counts.

4. Competitive advantage: By understanding unmet needs, companies gain an edge in offering something truly resonant with users.

When Should You Use JTBD?

While JTBD can complement other research methods like personas or journey mapping, it’s particularly valuable when your business is:

• Launching new products or services
• Seeking to improve existing offerings
• Trying to understand why growth has stalled
• Repositioning your brand or targeting new segments

For example, in a JTBD study, a tech company might discover that their app isn’t just used for “staying organized,” but rather for “reducing mental clutter before picking the kids up.” That one insight can reshape how the product is designed, marketed, and supported.

In short, JTBD helps market research teams at all levels get closer to the human side of decision-making – making it a powerful lens for not just understanding consumers, but serving them in more meaningful ways.

One of the biggest shifts the Jobs To Be Done (JTBD) framework offers is in how businesses view their customers. Traditional segmentation typically breaks audiences down into demographic groups—age, gender, income level, or geography. Sometimes it goes a little deeper to include psychographics, such as attitudes and lifestyle choices. While useful, these segments often only scratch the surface of why people choose a product or service.

JTBD research dives deeper by asking: what is the customer trying to accomplish? What job are they “hiring” the product to do in their life? This makes all the difference when developing innovation strategies or improving offerings based on real user behavior and customer needs.

JTBD Focuses on Context and Motivation

Unlike personas or demographic profiles, the JTBD framework centers on context – the situations, pain points, and triggers that motivate action. This means it’s not just about who the customer is, but what they’re trying to get done and why.

For example, someone may buy a gym membership not because they're 34 years old and live in a city, but because they need to relieve stress, improve their health, or find community – these are the real customer jobs.

Key Differences Between JTBD and Traditional Segmentation:

• Focus on function and outcome: JTBD looks at the progress the consumer wants to make, not just who they are.
• Dynamic and situational: Jobs change depending on context – buyers may behave differently in different situations, even if they fall into the same demographic group.
• Innovation-driven: JTBD helps identify unmet needs and opportunity areas, making it ideal for product development and market differentiation.

While traditional segmentation can still help tailor messaging and campaign targeting, JTBD uncovers the deeper drivers of decision-making. When combined, they offer a more complete picture of your target audience.

At SIVO Insights, we often use segmentation and JTBD side-by-side to enrich consumer insights and power more nuanced growth strategies.

While JTBD is a powerful tool, it shines brightest in certain business scenarios. Understanding when to apply a Jobs To Be Done framework can help your organization uncover deeper consumer insights and make more strategic decisions.

1. When You're Innovating or Launching New Products

Whether you're creating a new product or iterating on an existing one, JTBD guides you to build around what people truly need – not just what competitors are doing. If you're exploring product development or trying to enter a new category, identifying jobs to be done for product innovation is a smart place to start.

JTBD helps answer questions like: What frustrations aren’t being addressed? Where are customers using workarounds? What job isn’t getting done well today?

2. When You Notice Shifts in Customer Behavior

If consumers are behaving in unexpected ways – like switching brands, using products differently, or disengaging – a JTBD lens can uncover the underlying drivers. Instead of guessing at solutions, you can adjust your strategy based on what the data says users are actually trying to accomplish.

3. When You Need to Reimagine Customer Segments

Maybe your existing personas feel flat or outdated. JTBD allows you to move beyond surface-level insights and rethink target audiences based on their goals and contexts. It’s not about abandoning demographics, but about layering in more depth to fuel personalization and relevance.

4. When You're Looking for Growth Opportunities

Companies often come to JTBD research when they hit a growth plateau. Identifying new customer jobs – ones that align with your brand’s strengths – can reveal adjacent markets, untapped use cases, or new distribution strategies to explore.

At SIVO, brands often use JTBD frameworks to build long-term growth strategies, backed by rich behavioral and attitudinal data.

In Summary

If your organization is aiming to innovate, reconnect with its audience, or find new ways to compete, it may be time to explore how JTBD in market research can serve as a guide. It's especially valuable when paired with other consumer insights tools – helping you see not just who your customers are, but what they’re really trying to achieve.