JTBD Research

Jobs-to-Be-Done Research Methodology

Jobs-to-be-done research methodology: customer interviews, functional/emotional/social jobs, switching analysis, JTBD-driven product strategy.

JTBD: The Lens That Reveals Real Customer Choice

Customers do not buy products. They hire products to do jobs. The JTBD lens (Christensen, Ulwick) reveals real customer choice criteria, switching triggers, and unmet needs invisible to traditional segmentation. Mature JTBD research drives product strategy, GTM, pricing, and innovation programs.

30-60
Interviews Per Study
40+
JTBD Studies
Christensen
Methodology
4.7/5
CMO NPS

Process

01

Interview Design

JTBD interview methodology and sampling.

02

Field Research

30-60 customer switch interviews.

03

Synthesis

JTBD identification and prioritization.

04

Strategy

JTBD-driven product, GTM, pricing strategy.

Benefits

Real Customer Choice

JTBD reveals real switching criteria invisible to surveys.

Innovation Pipeline

Unmet jobs surface innovation opportunities.

Better Positioning

Position around jobs, not features.

Pricing Insight

JTBD reveals willingness-to-pay drivers.

Frameworks & Tools

  • — JTBD interviews
  • — Switch methodology
  • — Outcomes-driven innovation
  • — Christensen
  • — Ulwick

Industries

  • — SaaS
  • — Financial Services
  • — Healthcare
  • — Retail
  • — Travel
  • — Media

FAQ

JTBD vs personas?
Personas describe customers. JTBD describes the work customers are trying to do. Different lens, complementary.
Sample size?
30-60 switch interviews per category. Saturation typically reached at 30-40.
Christensen vs Ulwick?
Christensen: anthropological switch interviews. Ulwick: outcomes-driven innovation. Both valid.
B2B JTBD?
Yes. Buyer JTBD plus user JTBD analyzed separately.

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