The Jobs To Be Done (JTBD) framework is a way to understand consumer behavior by asking a simple but powerful question: What job is the customer hiring this product to do?

Unlike traditional marketing approaches that focus on consumer demographics or product features, JTBD shifts focus to the customer’s goals. When someone buys a product, they are essentially "hiring" it to solve a problem or help them achieve something in a specific context. That 'something' – whether it’s feeling more confident, saving time, or reducing stress – is the 'job' the product is doing for them.

Why JTBD Is More Than Just a Trend

Understanding JTBD helps companies get closer to the true voice of the customer. It gives businesses a better grasp of customer needs and motivations, which is critical for innovation, product positioning, and long-term growth. Unlike methods that rely on surface-level preferences, JTBD digs into the 'why' behind choices. This leads to more precise product development and targeted messaging that resonates with real usage scenarios.

Key Benefits of Using the JTBD Framework

• Reveals true consumer motivations: Go beyond what people buy and understand why they buy.
• Supports product innovation: Identify unmet needs based on the 'jobs' consumers want done.
• Improves product positioning: Tailor messaging to align with the real-world context of use.
• Fuels competitive advantage: Create differentiation by solving jobs others overlook.

When SIVO applies JTBD thinking in custom market research studies, we’re not just asking what people bought – we’re exploring the bigger picture. What triggered the need? What alternatives were considered? What outcome did the buyer expect?

A Beginner-Friendly Example

Let’s say a consumer buys a protein snack bar. One person might be hiring it as a midday energy booster at the office, while another uses it as a pre-workout fuel. Though the product is the same, the jobs – and therefore the motivations and expectations – are entirely different. That distinction gives brands a clearer map to better segment their audience, develop targeted messaging, or even create new variations of the product optimized for each job.

The JTBD framework isn’t just about theory – it’s a practical tool for revealing consumer insights for product innovation and marketing effectiveness. And in a competitive market, those insights are invaluable.

One of the most eye-opening insights from the Jobs To Be Done framework is how the same product can solve very different problems for different types of consumers. By identifying the 'job to be done,' businesses can uncover nuanced usage occasions and deeply understand why consumers use the same product differently.

Toothpaste: More Than Just Clean Teeth

Consider the category of toothpaste. Some consumers purchase a whitening toothpaste to help them feel more confident throughout their day – maybe in anticipation of a social event or presentation. Meanwhile, another segment might focus on enamel protection due to sensitive teeth, and still others may prioritize kid-friendly flavors that encourage better brushing habits in children.

In this single product category, different 'jobs' include:

• Boosting confidence through a brighter smile
• Minimizing oral discomfort
• Encouraging healthy habits in children

These distinct motivations shape purchase decisions and set expectations for performance, which also opens up opportunities for targeted toothpaste marketing and product line expansion.

Detergent: Solving for Stains, Skin, or Time

Detergent is another great example. One user might choose a powerful stain-fighting formula for their kids’ sports uniforms. Another chooses a fragrance-free, hypoallergenic option to avoid skin irritation. A third is looking for a quick, single-pod solution to simplify busy mornings. The same aisle in the store serves up a variety of options that reflect different 'jobs' consumers need done.

Detergent consumer insights gathered through a JTBD approach might highlight:

• A need for high-performance cleaning, often tied to parenting or lifestyle
• A concern for health, especially skin sensitivity or allergies
• A drive for convenience to save time during the week

Recognizing these motivations allows brands to fine-tune product messaging and structure offerings to meet varied consumer goals.

Snacks: From Energy Boost to Emotional Comfort

In snack product research, the variety of 'jobs' consumers hire snacks for is equally broad. A fictional example: a busy student might use high-protein snacks to stay energized through long study sessions, while someone else might use a nostalgic snack for relaxation or emotional comfort after work.

Even when the packaging or branding is the same, the purpose – and customer need – behind each use case greatly influences expectations, satisfaction, and repeat purchase behavior.

Why Recognizing Diverse Product Usage Matters

When companies understand these varied jobs, they’re better equipped to:

• Personalize messaging that speaks directly to user needs
• Develop sub-brands or product variations to meet specific jobs
• Uncover unmet needs to inspire innovation

At SIVO Insights, we use this kind of thinking to help our clients dig deeper into what customers are really trying to accomplish with their products. These insights support smarter strategies that align offerings with the most meaningful usage occasions – and ultimately improve product positioning and business results.

The Jobs To Be Done (JTBD) framework comes to life when applied to real-world product categories like toothpaste, detergent, and snacks. These everyday consumer goods reveal a wide range of user motivations and highlight how the same product may meet very different needs depending on the situation, mindset, and desired outcome. Understanding these varied jobs can inform smarter marketing, innovation, and brand messaging.

Toothpaste: More Than Just Oral Hygiene

Toothpaste marketing often emphasizes core benefits like cavity prevention or fresh breath. But when viewed through a JTBD lens, consumers “hire” toothpaste for many reasons – not all of them medical. Here are a few fictional yet illustrative jobs:

• “I want to feel refreshed before a big presentation.” (Emotional job – calm nerves, feel prepared)
• “I want to gently clean my toddler’s teeth.” (Functional and emotional job – gentle care, ease)
• “I need to remove coffee stains before a date.” (Aesthetic job – appearance, confidence)

Each of these jobs could lead consumers to choose entirely different toothpaste formulas, packages, or even brands – all within the same category.

Detergent: One Product, Many Use Cases

Detergent consumer insights reveal similar diversity in product usage. While the core function is cleaning clothing, the motivations can vary drastically:

• “I need to protect my daughter’s sensitive skin.” (Skin-safe or fragrance-free detergent)
• “I want my clothes to smell fresh all week.” (Scent reinforcement, long-lasting freshness)
• “I have to get rid of tough grass stains fast.” (High-power stain removal, sports-related use)

These examples show how JTBD can uncover unique consumer behaviors in what might seem like a product purchased purely for utility.

Snacks: More Than Just Hunger Management

Across snack product research, consumer motivations go far beyond satisfying hunger. Snacks serve emotional, social, and even aspirational roles:

• “I eat this during breaks to feel energized at work.” (Functional + emotional boost)
• “I bring these to parties to feel like a good host.” (Social job – generosity or hospitality)
• “I snack on this brand because it aligns with my health goals.” (Identity and lifestyle job)

Recognizing the different jobs that products perform helps brands shift their focus from features to the consumer's desired outcome. These are not just market research examples, but windows into real-life product positioning decisions shaped by understanding consumer behavior through a JTBD lens.

Understanding the jobs your customers are hiring your product to do unlocks powerful strategic benefits. With JTBD insights, brands no longer rely solely on demographics, usage frequency, or attitudes – they get to the heart of customer needs and design product strategies around real outcomes people are trying to achieve.

Tailored Messaging Based on Consumer Motivations

Once you understand the deeper “why” behind product usage, you can craft campaigns that speak directly to those motivations. For example, rather than marketing laundry detergent solely on cleaning power, you might highlight peace of mind (“Feel confident sending them out the door, no matter how messy yesterday was”). This approach creates emotional resonance, especially in competitive categories with similar features.

Improved Product Positioning by Customer Job

When a brand identifies multiple jobs being performed by the same product, it can reposition or extend the line to better serve each need. An all-purpose cleaner, for instance, might spin off a gentle allergen-free version for sensitive families and a power-scrub version for heavy-duty jobs.

JTBD-based product positioning ensures you're not just selling a product – you're aligning with a consumer’s situation, priorities, and emotional state in that moment of need.

More Meaningful Product Innovation

When you view innovation through the JTBD lens, new product ideas emerge naturally. Rather than asking, "What else can we add to our snack lineup?" you ask, "What job is our customer still struggling to complete with the current options?" That shift leads to stronger solutions, better adoption, and ultimately, brand growth.

JTBD in Action: Practical Brand Moves

Let’s take the idea of toothpaste again. If research shows that a significant group of people use toothpaste as a quick breath freshener before social interactions, you might explore:

• Creating a portable, chewable toothpaste alternative
• Launching a travel-friendly pack focused on confidence and mobility
• Running campaigns tied to social occasions, not just oral care

JTBD insights enhance alignment across teams – from R&D and marketing to sales and packaging – by anchoring decisions in real consumer usage. When everyone builds around the job, cross-functional decisions naturally point toward serving the customer more effectively.

One of the most powerful reasons to apply JTBD research is its ability to surface unmet needs and identify whitespace in the market. While traditional segmentation might point to distinct consumer groups, JTBD highlights underlying motivations that cut across demographics, guiding brands toward innovation driven by usage occasions, goals, and desired outcomes.

Reveal High-Value, Underserved Jobs

JTBD interviews and qualitative studies focus on understanding what triggers a consumer to consider a product, what alternatives they weigh, and what job they ultimately try to complete. From that, businesses often discover “struggling moments” – jobs consumers are poorly served by existing options. These moments are often opportunities in disguise.

For example, in snack product research, a job like “I want a satisfying snack that doesn’t derail my fitness progress after 9 pm” may not be well-addressed by current options. Uncovering this job allows a brand to create a nighttime snack product that delivers on taste, protein content, and portion control – solving a real and unmet need.

Spot Patterns That Drive Innovation Across Categories

Unlike some forms of consumer insights that are product-specific, JTBD patterns often span categories. The same emotional or functional job may be performed by multiple types of products. When brands notice consumers using unrelated items to do similar jobs, a big idea can emerge.

Take “I want my child to feel calm before bed.” That job might be performed using sound machines, calming snacks, or gentle bath products. A business discovering this through JTBD might identify a brand-new product opportunity or even a multi-category platform anchored in that job.

Guide Growth Strategy with Confidence

Using JTBD to examine consumer behavior gives organizations a clearer roadmap for predicting demand and allocating resources. Rather than guessing which ideas will stick, your innovation pipeline is shaped by documented consumer jobs. This reduces risk and accelerates time to market with more focused development cycles.

Beginner-Friendly Research That Pays Off

Best of all, JTBD research doesn’t require you to overhaul your entire strategy. It often starts with foundational qualitative interviews or simple ethnographic studies that go deep into the “why” behind product usage. Whether you’re in early-stage exploration or refining an existing product, JTBD can surface game-changing insights – fast.