JTBDanalyzes

JTBDanalyzes is a conceptual framework and methodology used to understand customer behavior by focusing on the "job" a customer is trying to get done. The core idea is that people "hire" products or services to make progress in their lives, and understanding the underlying motivation, or job, is crucial for effective product development, marketing, and innovation. Instead of focusing on demographics or product features, JTBDanalyzes emphasizes the circumstances and desired outcomes that lead customers to seek a solution.

The framework suggests that customers purchase products not because they are inherently better or cheaper, but because they help them overcome a struggle or achieve a desired outcome. For example, a customer might "hire" a milkshake not for its nutritional value, but for the job of making a long commute more interesting or providing a treat to their child. By identifying these jobs, companies can better design products that truly address customer needs and develop marketing messages that resonate with their motivations.

JTBDanalyzes involves techniques like in-depth customer interviews, outcome-based research, and a focus on the "struggle" a customer faces. This approach shifts the focus from the product itself to the customer's context and aspirations. It encourages a deeper understanding of why customers make choices, leading to more targeted innovation and a stronger competitive advantage by solving the right problems for the right people.