HIGHLIGHTED INSIGHT SERVICES
Jobs To Be Done
Guiding New Product Development and Communication
First things first…what exactly is Jobs to be Done?
Start by thinking of Jobs to be Done as a consumer insights and strategy approach for understanding the real purpose/reason for which consumers hire brands, products, or services.
As a refresher, as Clay Christensen put it, people don’t simply buy products or services; they pull them into their lives to make progress. This progress is called the “job” they are trying to
get done.
In practical terms, JTBD is both an interviewing approach and a resulting strategic foundation based on insights from consumers that goes further by guiding new ideas, design and communication briefs.
The unique interviewing approach and learning that results in JTBD helps you understand what consumers are solving for and what they REALLY desire.
JTBD provides the foundational human learning to guide product development and messaging efforts in the right direction.
“Jobs to Message”
We like to think of the utilization for communication and advertising as “Jobs to Message.” In fact, we’re often asked, “Can Jobs-to-be-Done (JTBD) help with brand communication?”
The short answer is “Yes, it can and does sometimes.” Yet, some often associate JTBD with only new product development (Product Innovation), but we believe it also opens up a world of communication possibilities. There’s opportunity for it to help guide marketing communication come to life (or to influence a new brand, etc.).
Please click right below here for more tips and information on Jobs to be Done and
Jobs to Message.
Social Listening Digs
Unique Discovery & Curation of Social Posts
Leverage the online and social media conversation to gain understanding of what matters to consumers.
Social media is full of opinions and unstructured data buy you don’t have time to make sense of it and apply it.
Dig sites are created that guide product development or inspire campaigns and design.
Understand the motivations and beliefs among consumers surrounding the topic.
Curate the qualitative learning from opinions and conversations.
Identify and map the emotional benefits, context, and meaning of the topics that resonate with consumers.
Determine the context around the topic and the consumers’ decision.
In-Context Digs
Real World, Real Insights
For deeper, authentic insights, meet consumers IN THE MOMENT at RELEVANT times and locations.
Gain learning on naming, packaging, product, and the REAL competition.
To OBSERVE and understand how it fits in consumers’ lifestyle.
Leverage a network of Dig Sites (e.g. universities, cafes, restaurants, centers, etc.)
Helps to better understand impressions of prototypes and brands.
Enables you to connect with consumers in the NATURAL environment.
Know why the test brand is preferred.
Observation Learning
Watch what people DO vs. say
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Online Qualitative
Test content