Customer Centered Market Research – Jobs to be Done Framework

Our presenter is Eric White, president of Motile.

Motile helps businesses gain a deep understanding of what drives demand for their products using Jobs-To-Be-Done thinking. Through this unique insight process, Motile’s clients are able to design, build, market and manage products that people love. 

from Harvard Business School:

“When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either dividing the market into product categories, such as function or price, or dividing the customer base into target demographics, such as age, gender, education, or income level.

Unfortunately, neither way works very well, according to Harvard Business School professor Clayton Christensen, who notes that each year 30,000 new consumer products are launched—and 95 percent of them fail.

THE JOBS-TO-BE-DONE POINT OF VIEW CAUSES YOU TO CRAWL INTO THE SKIN OF YOUR CUSTOMER AND GO WITH HER AS SHE GOES ABOUT HER DAY, ALWAYS ASKING THE QUESTION AS SHE DOES SOMETHING: WHY DID SHE DO IT THAT WAY?”

Doors open at 5:00, pizza out at 5:30, presentation starts at 6:00