Jobs-to-be-done has become a very successful framework because it's an efficient, easy to understand and proven model for implementing innovation. It doesn’t require a large segmentation study or complex research so it can also shorten research timelines without sacrificing quality. Ultimately, Innovation can be far more predictable (and profitable) if you start by identifying the most important Jobs that customers are struggling to get done. Without that perspective, your process could miss major opportunities for innovation. 

Many of today’s successful teams are applying a Jobs-to-be-Done (JTBD) framework to redefine product categories and identify new opportunity areas for their brand. Among those success stories is Hormel Foods’ consumer insights team.

Launching a product or service that no one wants is like throwing a party that no one attends. The number one way to get some insurance on your innovation ideas? Invite your customer to the product development team by using online research communities. Injecting the voice of the consumer is essential to generating new ideas and validating them at the same time. And generating rapid, iterative insights throughout development is the fastest way to get there.

Jobs-to-be-done is a framework for better understanding customer behavior. While conventional marketing focuses on market demographics or product attributes, Jobs Theory gets to the root cause of behavior to expose the functional, social and emotional dimensions that explain why customers make the choices they do. People don’t simply buy products or services – they pull them into their lives to make progress. We call this progress the “job” they are trying to get done, and understanding this opens a world of innovation possibilities.

Between market disruptions, leadership changes, new strategic priorities and remote work, insights pros have not "gone back" to pre-pandemic life, nor have they arrived at a new “normal" yet. So how are successful teams navigating the constant change?

Consumer insights pros understand that the world of innovation is becoming more agile. Agile research enables teams to build better products, experiences and brand communications in a quick and affordable way. Leading research solutions deliver major advantages over traditional marketing research approaches by leveraging online technology, qualitative engagement and AI-driven analysis to make research faster and more collaborative.