Last year I was introduced to Jobs-to-be-Done (JTBD), a framework architected by Clay Christensen as a way to understand customer's needs, motivations and behaviours.
I attended 2 workshops led by Bob Moesta, who was one of the original JTBD architects; he worked with Clay on the famous milkshake project. Bob and his team are doing a lot to help people understand JTBD and apply it to their roles as product managers, startup founders, marketers and UX professionals.
In an nutshell, Jobs-to-be-Done helps undercover attitudes and behaviour by framing purchasing decisions as a choice to "hire" a product or service to do a job. When I buy a Netflix subscription, I am not just buying movies and TV shows, I am "hiring" Netflix to entertain me in an affordable and convenient way. In that context, Netflix is not competing with other movie subscription services to get my dollars, it is competing with iTunes, books, audiobooks and Torrent sites. Most products are hired for up to 3-4 jobs, which essentially line up with different customer segments. The reason JTBD is so helpful for marketers is that you are not creating these segments based on demographics or personas, but instead based on motivations, context and triggers.
I have used JTBD to uncover customer insights that I've then applied to marketing messaging and user interface details. In the last 12 months I've done 10 practice interviews and about 30 customer interviews for two of my clients. It's been so helpful that I've started spreading the word about JTBD to anyone I meet who works on product development or marketing.
There are some great resources out there to help people better understand JTBD and get some practice using it in their own businesses. My list below is not meant to be a comprehensive list, rather it's a great way to get a foundation on JTBD.
Switch workshops (run by Bob Moesta and the ReWired Group)
You may also want to see if there is a Jobs-to-be-Done Meetup in your city. If you live in Toronto, I host a monthly event where we come together to do practice interviews and share our experiences with JTBD. You can join our Jobs-to-be-Done Meetup group any time and it's free to attend.