OBJECTIVE
With more and more researchers focusing on misinformation, cyberbullying, and other topical areas, Twitter wanted to equip academics with the means to achieve meaningful progress in these fields.
APPROACH
  • Using a combination of Jobs to be Done and journey mapping, we interviewed researchers and academics using Twitter's data to understand their motivations and chart out the steps, obstacles, and success criteria involved  
  • Keeping in mind contextual differences (e.g., behavioral, geographic, professional), we segmented this userbase and developed support tools and messaging campaigns that would specifically appeal to each target group ​
IMPACT
Following our work, Twitter released a suite of data products specifically designed for academics and researchers, including access to a wider range of endpoints, a higher cap on data available for processing, and other enhanced features.

See the impact of our work together being put into action, as this New York Times article describes. As Greg Lyon, Group Product Manager at Twitter puts it: “Partnering with New Markets Advisors on a Jobs to be Done project for the Twitter developer platform accelerated short term experiment definition and long term vision planning. As Twitter embarks on a mission to decentralize, in part through the developer platform, we continue to refer back to the emotional and functional needs that New Markets expertly uncovered.”
JOBS TO BE DONE | DEFINE NEW PRODUCTS