Good customer experience is so essential in all aspects of the brand experience and the success of the organization. With in-the-moment feedback about your customers’ expectations and actual experiences interacting with your brand—and more importantly, the context that’s influencing their choices—your organization can discover how to improve the interactions that aren't working for consumers and build upon the ones that are.

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. 

If there was one word to describe 2021, it would be unpredictable. Whether you got a vaccine, left your job, went on vacation, or were impacted by supply chain issues, we experienced changes that affected our personal and professional lives. Just when we thought we had mastered one challenge, another one would show up to shake things up yet again.

Market researchers are always on a mission to innovate. While they’re finding solutions to challenges experienced by consumers, the inner workings of their teams can also face challenges. If you’ve ever struggled with market research prioritization, logistics, team bandwidth or research timelines, you’re not alone.

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.