Do you think people buy clothes just to dress up? That's definitely not the only reason: they may be looking for self-esteem, status, comfort or a series of meanings and values that a product represents for them.
Understanding these motivations is an important task for marketing , as it contextualizes all its actions. And that is why the Jobs to be Done methodology was created.
From this perspective, what matters is not exactly the jamaica email list 329174 contact leads purchasing behavior of the public, which is often the focus of marketing research .
The starting point is to identify what the consumer wants to solve in their life and, from there, understand what product or marketing approach you should use to help them in the best possible way.
Still not sure what the methodology is? Don't worry, we're here to clear up all your doubts! Find out below what Jobs to be Done is , what its advantages are, and how to apply it in your company to achieve better results.
Keep reading!
What is the Jobs To Be Done methodology?
Jobs to be Done is a methodology to better understand consumer behavior by changing perspectives with the aim of making marketing actions more efficient and innovation more predictable and profitable.
It works like a lens through which we look at the competition and consumers differently, focusing on the needs of customers. With that point of view, we don't seek to understand what the public wants to buy: what matters is what they want to solve.
This perspective understands that people do not buy with the product in mind, but rather buy it to help solve something. "Jobs to be done," therefore, are life situations that consumers want to change.
Does an athlete need more motivation to run? Then he or she buys a special shoe for that purpose.
Does a couple need to get to know each other better? A dinner at a restaurant helps a lot.
A family wants more stability? Buy your own home.
And there it goes.
In general, all tasks that people need to perform (or jobs they need to solve) have a functional, social or emotional dimension .
Running shoes, for example, are objectively designed to fit the foot and run. However, a person may buy them to solve an emotional issue: the motivation that a pair of professional shoes provokes.
It is up to companies, then, to identify what their audience's motivating factors are and how products and services can help solve them. By doing this, they have a better chance of creating solutions that will succeed in the market.
