Context — the conditions or circumstances influencing someone at a particular moment. For example, wanting to feel more awake in the morning.
LOOYS / JOBS TO BE DONE
Understand customerneeds withJTBD research
- Discover your audience’s real pain points and needs
- Get more than 15 specific recommendations for your product, marketing and sales
- Create a product that closely matches your audience’s needs
- Reduce marketing CPA through a clearer understanding of customer pain points
JOBS TO BE DONEBehind every purchase,
a human goal.
WHEN
01On my way to work in the morning
I WANT
02To feel more awake
SO I CAN
03To start the day with energy
JOB STORY / 01
A product helps someone
make the progress they seek.
Decision contextCustomer motivationProduct opportunities
CUSTOMER JOBS / LOOYSUnderstand the job.
Understand the job.
Find room to grow.
End-to-end JTBD research: we explore decision context, purchase motivations and barriers, identify customer jobs and develop recommendations for your product, marketing and sales.
- Research coverage
- Russia, Armenia, CIS, USA and Europe
- Base format
- 20 respondents · approximately 30 days
- Base package price
- from $2,490Packages and scope
For B2B and B2C products: before a launch, market entry or improvement of an existing offer.
01 / YOUR CHALLENGE
When and why to use the JTBD approach
01When you lack a clear understanding of your audience
Unpredictable sales fluctuations because the product does not match real customer needs.
Ineffective marketing spending because you do not know which offers and channels reach your target audience.
Only a rough idea of who buys the product and why, without a deeper understanding of customer motivations and goals.
02When you need to identify real needs
Identify the product attributes and functional requirements that matter most to customers.
Understand the actual problems your product solves and compare it with the solutions customers currently use.
03When planning entry into new markets
Assess whether there is demand for the product in new regions.
Study local consumer behavior and adapt your product and marketing to the specific city or region.
04To strengthen competitiveness and grow sales
Identify the needs competitors meet better than your company or product.
Find and articulate distinctive value propositions that help you compete.
02 / THE LOGIC OF CHOICE
What is JTBD?
JTBD is an advanced framework that extends the traditional focus on audience pain points and needs. Its central idea is that people ‘hire’ products or services to perform particular ‘jobs’. A job in JTBD includes three important elements:
Need — a desire that arises in a particular situation. For example, walking past a café in the morning and wanting a coffee.
Goal — the emotional state someone wants to reach by fulfilling that desire. For example, drinking coffee in the morning to feel energized.
JTBD research uncovers insights for product development and helps reconsider the competitive landscape. Understanding what consumers really want helps create products that meet their needs more closely and offer a meaningful competitive advantage.
03 / THREE DIMENSIONS OF A JOB
The three types of customer jobs
01
Functional jobs
These relate to concrete tasks or functions a user wants to accomplish. For example, using paint to change the color of a wall.
02
Emotional jobs
These influence a user’s feelings and emotional state. For example, buying a car to enjoy a comfortable morning commute instead of taking the subway.
03
Social jobs
These describe how a product helps someone change their social standing, status or the way others perceive them. For example, buying a premium car may improve the owner’s self-image and social status.
04 / FROM INTERVIEWS TO DECISIONS
What does the JTBD framework involve?
We draw on 7+ research methods according to your business goals. From focus groups and in-depth interviews to competitive intelligence and product testing. A typical approach includes the following.
In-depth interviews
A 1–1.5 hour conversation with a customer, guided by prepared questions that uncover underlying meanings, motivations and fears, and reveal how they currently solve the problem.
Interview analysis
Build a customer profile across more than 20 parameters, identify objections, motivations and behavioral patterns, and explore the user experience in detail.
Detailed audience needs
Analyze customer motivations, needs and problems in depth to identify the specific ‘job’ they expect the product to perform.
Product or service testing with real users
Assess how people respond to particular features.
05 / LOOYS01 02 03
Why choose Looys?
A dedicated manager
You do not need to spend time managing the research team. A dedicated project manager coordinates every step of your project.
Accountability throughout
We take responsibility for research decisions. Bring us the challenge; we manage the work and keep you informed throughout the study.
Staged payments
Payment is split into stages, with a first payment below $1,190 so you can evaluate our work before moving forward.
06 / SCOPE AND PRICINGChoose your
Choose your
research scope.
From understanding customer jobs to analyzing the market and competitive landscape. Both packages include recommendations for your team.
Basic audience study
In-depth interviews / 20 respondents
Approximately 30 daysfrom $2,490
What is included:
- Identify the product’s key value propositions that consumers are willing to pay for
- Build a customer journey map (CJM)
- 15+ specific recommendations for product, sales and marketing improvements
- A two-hour research presentation for your team
- Segment the product’s audience and create personas for each segment
- Analyze purchase triggers and barriers
- Uncover audience insights about the product
- Explore why customers choose competitors instead
Audience, market and competitor analysis
In-depth interviews / Market analysis
Approximately 30 daysfrom $3,390
What is included:
- Explore why customers choose competitors instead
- Identify the product’s key value propositions that consumers are willing to pay for
- Build a customer journey map (CJM)
- 15+ specific recommendations for product, sales and marketing improvements
- A two-hour research presentation for your team
- Market overview: size and dynamics
- Analyze purchase triggers and barriers
- Identify market best practices
- Uncover audience insights about the product
- Segment the product’s audience and create personas for each segment
- Identify consumer, social and economic trends
NEXT STEPSCommon next steps
Common next steps
after JTBD research:
Brand platform development
Define your company’s core meaning: its mission, positioning and values. The elements that distinguish you from other businesses.
Discuss your needsCompetitive intelligence
Explore competitor strategies to strengthen your market position: advertising budgets, activities, promotions, special offers, price monitoring and more.
Marketing strategy development
Build your marketing approach: company positioning, brand communication channels, a development strategy for each channel, budget planning and objectives.
Discuss your needsFAQ
Questions about JTBD
What does JTBD research explore?
The customer’s job, the circumstances that create a need, the desired outcome and the alternatives they consider.
How does JTBD differ from an audience profile?
An audience profile describes who the buyer is. JTBD adds why they need a solution and the context in which they make that choice.
Who is JTBD research for?
B2B and B2C product teams that want to understand real customer needs, improve their offer, enter a new market or refine positioning.
Which methods do you use?
In-depth interviews, motivation and barrier analysis, customer job descriptions and product testing. We select methods to match your business goals.
What does the base package include?
20 respondents, approximately 30 days of work, audience segmentation, trigger and barrier analysis, a CJM, 15+ recommendations and a two-hour presentation for your team.
How much does JTBD research cost?
The base package starts from $2,490. Audience, market and competitor analysis starts from $3,390. We agree on the final scope and budget around your needs.
LET’S DISCUSS YOUR CHALLENGEWhat brings your
What brings your
customers to you?
Tell us about your product. We will help explore customer motivations and identify opportunities for growth.