jobs-to-be-done research


"New Markets’ jobs-to-be-done research provided a fresh perspective on our business that has influenced thinking across the organization. The insights the team delivered gave us a unique and extremely valuable understanding of the reasons behind the different ways our customers shop."

Dan Dombey,
VP of Strategic Planning and Corporate Development, Petsmart

"New Markets’ approach to innovation is both insightful and resourceful. They were able to uncover consumer insights through quick and inexpensive research that led to unique and relevant concepts. Leveraging experience in entrepreneurship and disruption, they crafted business models that could be explored quickly and with a relatively low investment, which is a departure from most consultancies."

Nate Hill, Emerging Idea Marketing Leader, Nestlé

"When we wanted to learn the Jobs to be Done skills, we evaluated a handful of consultants. Our choice of New Markets has turned out to be excellent. Their expertise in the concepts and their practice along with their thoughtful mentoring has helped in applying this new skill in our day-to-day work. This has given us a new perspective and ability to spot opportunities."

Bhaskar Venkatasubramanian,
Innovation Program Manager, Cognizant Technology Solutions

Generate breakthrough customer insights with Jobs to be Done research

Great business successes often come from a unique understanding of customer needs.  From consumer brands such as Facebook to B2B powerhouses such as GE Healthcare, companies that have an expansive view of their customers' demand can craft offerings that appeal on new dimensions of performance and generate unexpected kinds of value.

Harvard Business School Professor Clayton Christensen has popularized a way of looking at marketplace needs called “Jobs to be Done."  In contrast to typical ways of examining demand, he calls for looking beyond existing markets to root out the underlying jobs that customers are trying to get done in their lives.  Christensen's classic example is a milkshake buyer who isn't buying a cold treat but rather a tidy way to alleviate boredom during a long commute.

Develop an actionable roadmap for growing into adjacent markets

The leadership of New Markets Advisors has worked with Christensen to turn this lens into a detailed and repeatable process for reframing markets.  

In the critically-acclaimed book Capturing New Markets, our Managing Director Stephen Wunker details six aspects of the Jobs to be Done framework:

  • Determining the hierarchy of jobs that different customer types are trying to get done, as well as the context and motivations that inspire those particular jobs
  • Assessing customers' current approaches to these jobs and the pain points they create
  • Finding the real competition, including awkward make-do approaches and inertia
  • Defining the criteria that customers use to make their decisions
  • Determining the obstacles to adopting new solutions
  • Calculating the value that new solutions might bring

Through this six-step process, companies can create a reliable capability around executing Jobs to be Done research that bolsters the value of their offerings and keeps competitors continually off-balance.

Learn how organizations as diverse as Nestlé, Boston Scientific, Petsmart, and the British government have leveraged New Markets Advisors' expertise by requesting a copy of our research by completing the form at right.

Receive Our Book Chapter on Jobs to be Done