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ResearchPMM

Jobs to Be Done (JTBD)

A framework for understanding why customers buy — focused on the 'job' they're trying to accomplish, not their demographic attributes.

Jobs to Be Done (JTBD) is a customer research framework that focuses on the progress a customer is trying to make, rather than who they are. The insight is that customers 'hire' products to do a job — and understanding that job (functional, social, and emotional dimensions) reveals what messaging will resonate and what features truly matter. In practice, JTBD interviews ask: 'Walk me through the last time you encountered this problem. What were you trying to accomplish? What did you try before?' The output shapes messaging and positioning more reliably than demographic research.
Related terms
Customer Persona

A semi-fictional representation of a specific buyer type — their role, goals, pains, and decision-making context.

Ideal Customer Profile (ICP)

A detailed description of the type of company most likely to buy, succeed with, and expand your product.

Value Proposition

A clear statement of the specific value a product delivers to a particular customer — the benefit that makes it worth buying.

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