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Jobs to Be Done Research
Jobs to Be Done Research
Leverage your customers’ underlying motivations as the compass of your strategy
Leverage your customers’ underlying motivations as the compass of your strategy
What is Jobs to be Done?
What is Jobs to
be Done?
Jobs to be Done is a powerful framework that helps you understand the underlying motivations and desired outcomes that drive customers to purchase and use your products or services, for both B2C and B2B businesses.
Instead of focusing on current behaviors, it asks, “What exactly is the customer trying to get done?” By shifting attention from behavior to motivation, Jobs to be Done enables you to predict what will resonate with customers and avoid innovations that fall flat.
Rather than just selling features or benefits, Jobs to be Done empowers your team to focus on the essential Jobs customers need to accomplish.
This perspective not only broadens creative possibilities but also leads to solutions that are more impactful and customer-centered.
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Focus Your Innovation On What Really Matters
Focus Your Innovation On What Really Matters
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Jobs to be Done Example
Let’s break this down with a simple example: Coffee. People don’t simply buy coffee—they turn to it to fulfill specific Jobs in their lives.
For some, it’s about staying alert and productive during a busy morning.
For others, it’s about enjoying a moment of comfort or connecting socially with friends.
By identifying and understanding these functional and emotional Jobs, as well as the obstacles that might stand in the way (like limited time or access), businesses gain actionable insights that guide innovation and strategy.
How is Jobs to be Done different from other research methods?
Traditional market research often misses the mark when it comes to understanding the deeper motivations behind customer behavior. While other methods focus on demographics or purchases, Jobs to be Done offers a unique approach that goes beyond the surface level. It doesn’t rely on customers to articulate their needs precisely, nor does it measure everything solely in functional terms. Instead, Jobs to be Done provides a rigorous framework for uncovering the underlying reasons behind customer actions, highlighting new opportunities, identifying adoption barriers, and evaluating the competitive landscape from a fresh perspective.
Jobs to be Done Focuses on the Underlying Need
Unlike traditional methods that often concentrate on demographics and psychographics, Jobs to be Done digs deeper into the motivations that actually drive customer behavior, providing a clearer understanding of what truly matters to your customers.
Jobs to be Done Offers a More Accurate Understanding of Behavior
While traditional research often relies on averages and behaviors in isolation, Jobs to be Done focuses on specific purchase and usage events, allowing you to understand how your product or service fits into real-life customer contexts—capturing the nuance that other methods miss.
Jobs to be Done Uncovers Unmet Needs
Jobs to be Done excels at revealing latent, unmet needs—those that customers may not even be able to express directly. By focusing on the Jobs customers are trying to accomplish, Jobs to be Done helps companies identify areas where they can uniquely deliver value and solve problems in new ways.
free Resource
Read Chapter 1 of our Jobs to be Done Book
Jobs to be Done: A Roadmap for Customer-Centered Innovation by Stephen Wunker, Jessica Wattman, David Farber. Chapter 1: “Jobs: What Customers Are Trying to Get Done”
Download Chapter 1
free Resource
Learn how to apply Jobs to be Done to Your Industry
How can Jobs to be Done transform your business?
Jobs to be Done isn't just a framework--it's a powerful tool that helps you better understand your customers, unlock new opportunities, and drive growth. By focusing on the deeper motivations behind customer actions, Jobs to be Done empowers you to make smarter decisions, innovate more effectively, and connect with your audience in ways that truly resonate. Here's how it can help your business thrive:
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Become a Better Innovator
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Unlock Market Expansion Opportunities
Jobs to be Done opens up new growth possibilities by helping you see the hidden motivations driving your customers. It shows you where there are untapped markets, new occasions where your products can add value, and opportunities to expand into related categories. Whether you’re venturing into new geographies or identifying unmet customer needs, Jobs to be Done gives you the insights you need to make informed, strategic decisions that fuel expansion.
Craft a Compelling Brand Strategy
Understanding your customers' functional and emotional Jobs is key to building a B2B or B2C brand that stands out. Jobs to be Done helps you connect with your customers on a deeper level, moving beyond features to focus on how your products make them feel. By tapping into these emotional triggers, you can build stronger connections, foster loyalty, and differentiate your brand in the marketplace—leading to a stronger, more compelling value proposition
Drive Customer-Centric Decision-Making
Leverage customer insights across every aspect of your business—whether it’s strategic planning, product development, or a marketing campaign—to ensure all efforts are aligned with what your customers truly need and value.
What Does an Engagement with Us Look Like?
When you work with us, we take a collaborative approach.
We’ll work closely with your team to tailor a plan that fits your unique business needs. Our process is flexible, allowing you to decide how involved your team would like to be at every stage. Here’s a look at how we typically structure an engagement
Unlock your business potential with Jobs to be Done
At New Markets Advisors, we’ve spent the past two decades perfecting a unique way to turn the theory of Jobs to be Done into real, actionable business results. We call this framework the Jobs Atlas. It’s designed to help you understand your customers on a deeper level by focusing on eight key elements of customer decision-making.
With the Jobs Atlas, we take a comprehensive look at what drives your customers’ decisions. By mapping out the landscape of Jobs to be Done for your target customer groups, we can help you innovate in ways that truly surprise and delight. Our approach gives you a clear view of which Jobs are most important, where customers face pain points, and what success looks like for them. This clarity empowers you to create more effective, customer-centered strategies that drive growth and loyalty.
The Jobs Atlas: Our Proven Framework for Uncovering Customer Insight
How can Jobs to be Done transform your business?
Jobs to be Done isn't just a framework--it's a powerful tool that helps you better understand your customers, unlock new opportunities, and drive growth. By focusing on the deeper motivations behind customer actions, Jobs to be Done empowers you to make smarter decisions, innovate more effectively, and connect with your audience in ways that truly resonate. Here's how it can help your business thrive:
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Become a Better Innovator
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Unlock Market Expansion Opportunities
Jobs to be Done opens up new growth possibilities by helping you see the hidden motivations driving your customers. It shows you where there are untapped markets, new occasions where your products can add value, and opportunities to expand into related categories. Whether you’re venturing into new geographies or identifying unmet customer needs, Jobs to be Done gives you the insights you need to make informed, strategic decisions that fuel expansion.
Craft a Compelling Brand Strategy
Understanding your customers' functional and emotional Jobs is key to building a B2B or B2C brand that stands out. Jobs to be Done helps you connect with your customers on a deeper level, moving beyond features to focus on how your products make them feel. By tapping into these emotional triggers, you can build stronger connections, foster loyalty, and differentiate your brand in the marketplace—leading to a stronger, more compelling value proposition
Drive Customer-Centric Decision-Making
Leverage customer insights across every aspect of your business—whether it’s strategic planning, product development, or a marketing campaign—to ensure all efforts are aligned with what your customers truly need and value.
What Does an Engagement with Us Look Like?
When you work with us, we take a collaborative approach.
We’ll work closely with your team to tailor a plan that fits your unique business needs. Our process is flexible, allowing you to decide how involved your team would like to be at every stage. Here’s a look at how we typically structure an engagement
Unlock your business potential with Jobs to be Done
At New Markets Advisors, we’ve spent the past two decades perfecting a unique way to turn the theory of Jobs to be Done into real, actionable business results. We call this framework the Jobs Atlas. It’s designed to help you understand your customers on a deeper level by focusing on eight key elements of customer decision-making.
With the Jobs Atlas, we take a comprehensive look at what drives your customers’ decisions. By mapping out the landscape of Jobs to be Done for your target customer groups, we can help you innovate in ways that truly surprise and delight. Our approach gives you a clear view of which Jobs are most important, where customers face pain points, and what success looks like for them. This clarity empowers you to create more effective, customer-centered strategies that drive growth and loyalty.
The Jobs Atlas: Our Proven Framework for Uncovering Customer Insight
How can Jobs to be Done transform your business?
Jobs to be Done isn't just a framework--it's a powerful tool that helps you better understand your customers, unlock new opportunities, and drive growth. By focusing on the deeper motivations behind customer actions, Jobs to be Done empowers you to make smarter decisions, innovate more effectively, and connect with your audience in ways that truly resonate. Here's how it can help your business thrive:
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Craft a Compelling Brand Strategy
Understanding your customers' functional and emotional Jobs is key to building a B2B or B2C brand that stands out. Jobs to be Done helps you connect with your customers on a deeper level, moving beyond features to focus on how your products make them feel. By tapping into these emotional triggers, you can build stronger connections, foster loyalty, and differentiate your brand in the marketplace—leading to a stronger, more compelling value proposition
Drive Customer-Centric Decision-Making
Leverage customer insights across every aspect of your business—whether it’s strategic planning, product development, or a marketing campaign—to ensure all efforts are aligned with what your customers truly need and value.
What Does an Engagement with Us Look Like?
When you work with us, we take a collaborative approach.
We’ll work closely with your team to tailor a plan that fits your unique business needs.
Our process is flexible, allowing you to decide how involved your team would like to be at every stage. Here’s a look at how we typically structure an engagementUnlock your business potential with Jobs to be Done
At New Markets Advisors, we’ve spent the past two decades perfecting a unique way to turn the theory of Jobs to be Done into real, actionable business results. We call this framework the Jobs Atlas. It’s designed to help you understand your customers on a deeper level by focusing on eight key elements of customer decision-making.
With the Jobs Atlas, we take a comprehensive look at what drives your customers’ decisions. By mapping out the landscape of Jobs to be Done for your target customer groups, we can help you innovate in ways that truly surprise and delight. Our approach gives you a clear view of which Jobs are most important, where customers face pain points, and what success looks like for them. This clarity empowers you to create more effective, customer-centered strategies that drive growth and loyalty.
The Jobs Atlas: Our Proven Framework for Uncovering Customer Insight
How can Jobs to be Done transform your business?
Jobs to be Done isn't just a framework--it's a powerful tool that helps you better understand your customers, unlock new opportunities, and drive growth. By focusing on the deeper motivations behind customer actions, Jobs to be Done empowers you to make smarter decisions, innovate more effectively, and connect with your audience in ways that truly resonate. Here's how it can help your business thrive:
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Craft a Compelling Brand Strategy
Understanding your customers' functional and emotional Jobs is key to building a B2B or B2C brand that stands out. Jobs to be Done helps you connect with your customers on a deeper level, moving beyond features to focus on how your products make them feel. By tapping into these emotional triggers, you can build stronger connections, foster loyalty, and differentiate your brand in the marketplace—leading to a stronger, more compelling value proposition
Drive Customer-Centric Decision-Making
Leverage customer insights across every aspect of your business—whether it’s strategic planning, product development, or a marketing campaign—to ensure all efforts are aligned with what your customers truly need and value.
What Does an Engagement with Us Look Like?
When you work with us, we take a collaborative approach.
We’ll work closely with your team to tailor a plan that fits your unique business needs.
Our process is flexible, allowing you to decide how involved your team would like to be at every stage. Here’s a look at how we typically structure an engagementUnlock your business potential with Jobs to be Done
At New Markets Advisors, we’ve spent the past two decades perfecting a unique way to turn the theory of Jobs to be Done into real, actionable business results. We call this framework the Jobs Atlas. It’s designed to help you understand your customers on a deeper level by focusing on eight key elements of customer decision-making.
With the Jobs Atlas, we take a comprehensive look at what drives your customers’ decisions. By mapping out the landscape of Jobs to be Done for your target customer groups, we can help you innovate in ways that truly surprise and delight. Our approach gives you a clear view of which Jobs are most important, where customers face pain points, and what success looks like for them. This clarity empowers you to create more effective, customer-centered strategies that drive growth and loyalty.
The Jobs Atlas: Our Proven Framework for Uncovering Customer Insight
How can Jobs to be Done transform your business?
Jobs to be Done isn't just a framework--it's a powerful tool that helps you better understand your customers, unlock new opportunities, and drive growth. By focusing on the deeper motivations behind customer actions, Jobs to be Done empowers you to make smarter decisions, innovate more effectively, and connect with your audience in ways that truly resonate. Here's how it can help your business thrive:
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Craft a Compelling Brand Strategy
Understanding your customers' functional and emotional Jobs is key to building a B2B or B2C brand that stands out. Jobs to be Done helps you connect with your customers on a deeper level, moving beyond features to focus on how your products make them feel. By tapping into these emotional triggers, you can build stronger connections, foster loyalty, and differentiate your brand in the marketplace—leading to a stronger, more compelling value proposition
Drive Customer-Centric Decision-Making
Leverage customer insights across every aspect of your business—whether it’s strategic planning, product development, or a marketing campaign—to ensure all efforts are aligned with what your customers truly need and value.
What Does an Engagement with Us Look Like?
When you work with us, we take a collaborative approach.
We’ll work closely with your team to tailor a plan that fits your unique business needs.
Our process is flexible, allowing you to decide how involved your team would like to be at every stage. Here’s a look at how we typically structure an engagementUnlock your business potential with Jobs to be Done
At New Markets Advisors, we’ve spent the past two decades perfecting a unique way to turn the theory of Jobs to be Done into real, actionable business results. We call this framework the Jobs Atlas. It’s designed to help you understand your customers on a deeper level by focusing on eight key elements of customer decision-making.
With the Jobs Atlas, we take a comprehensive look at what drives your customers’ decisions. By mapping out the landscape of Jobs to be Done for your target customer groups, we can help you innovate in ways that truly surprise and delight. Our approach gives you a clear view of which Jobs are most important, where customers face pain points, and what success looks like for them. This clarity empowers you to create more effective, customer-centered strategies that drive growth and loyalty.
The Jobs Atlas: Our Proven Framework for Uncovering Customer Insight
How can Jobs to be Done transform your business?
Jobs to be Done isn't just a framework--it's a powerful tool that helps you better understand your customers, unlock new opportunities, and drive growth. By focusing on the deeper motivations behind customer actions, Jobs to be Done empowers you to make smarter decisions, innovate more effectively, and connect with your audience in ways that truly resonate. Here's how it can help your business thrive:
With Jobs to be Done, you’ll get to the heart of why customers "hire" your products or services. It helps you solve the right problems by understanding your customers as real people with both emotional and functional needs. By uncovering the root causes of customer challenges—not just surface-level symptoms—you’ll create solutions that really hit home. You’ll also gain clarity on what matters most, so your team can focus on the ideas that will have the greatest impact.
Craft a Compelling Brand Strategy
Understanding your customers' functional and emotional Jobs is key to building a B2B or B2C brand that stands out. Jobs to be Done helps you connect with your customers on a deeper level, moving beyond features to focus on how your products make them feel. By tapping into these emotional triggers, you can build stronger connections, foster loyalty, and differentiate your brand in the marketplace—leading to a stronger, more compelling value proposition
Drive Customer-Centric Decision-Making
Leverage customer insights across every aspect of your business—whether it’s strategic planning, product development, or a marketing campaign—to ensure all efforts are aligned with what your customers truly need and value.
What Does an Engagement with Us Look Like?
When you work with us, we take a collaborative approach.
We’ll work closely with your team to tailor a plan that fits your unique business needs.
Our process is flexible, allowing you to decide how involved your team would like to be at every stage. Here’s a look at how we typically structure an engagementUnlock your business potential with Jobs to be Done
At New Markets Advisors, we’ve spent the past two decades perfecting a unique way to turn the theory of Jobs to be Done into real, actionable business results. We call this framework the Jobs Atlas. It’s designed to help you understand your customers on a deeper level by focusing on eight key elements of customer decision-making.
With the Jobs Atlas, we take a comprehensive look at what drives your customers’ decisions. By mapping out the landscape of Jobs to be Done for your target customer groups, we can help you innovate in ways that truly surprise and delight. Our approach gives you a clear view of which Jobs are most important, where customers face pain points, and what success looks like for them. This clarity empowers you to create more effective, customer-centered strategies that drive growth and loyalty.
The Jobs Atlas: Our Proven Framework for Uncovering Customer Insight
Our Team
The Experts at New Markets
At New Markets Advisors, we pride ourselves on having a team of recognized experts who have not only applied the Jobs to be Done framework across a broad range of industries but have also contributed extensively to the theory’s development and practical application. Our leadership team brings decades of collective experience, and each has made significant contributions to advancing the field.
Steve Wunker
Steve Wunker
Founder & Global Leader in Jobs To Be Done
Founder & Global Leader in Jobs To Be Done
Steve Wunker led development of one of the world’s first smartphones and has founded four companies and two non-profits. As Managing Director of New Markets Advisors, he advises companies worldwide on creating and executing bold plans for innovation and growth.
He is a globally-recognized leader on the topic of Jobs to be Done, having pioneered the approach with Harvard Business School Professor Clayton Christensen, and written the book Jobs to be Done: A Roadmap for Customer-Centered Innovation
Steve Wunker led development of one of the world’s first smartphones and has founded four companies and two non-profits. As Managing Director of New Markets Advisors, he advises companies worldwide on creating and executing bold plans for innovation and growth.
He is a globally-recognized leader on the topic of Jobs to be Done, having pioneered the approach with Harvard Business School Professor Clayton Christensen, and written the book Jobs to be Done: A Roadmap for Customer-Centered Innovation
Read More
Read his publications
Marielle De Blois
Marielle De Blois
Partner & Expert in Customer-Centric Innovation
Partner & Expert in Customer-Centric Innovation
Marielle De Blois is a Partner at New Markets Advisors and has spent the past six years helping over 30 clients across diverse industries—including consumer goods, healthcare, technology, and financial services—embrace Jobs to be Done to become more customer-centric.
Marielle De Blois is a Partner at New Markets Advisors and has spent the past six years helping over 30 clients across diverse industries—including consumer goods, healthcare, technology, and financial services—embrace Jobs to be Done to become more customer-centric.
Read More
Read her publications
Connect With Us
Let's Uncover Your Customers' Jobs to be Done
Fill out the form below to start the conversation about working with New Markets Advisors
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Let's Build Your Growth Strategy Together
Fill out the form below to start the conversation about working with New Markets Advisors
Our Offices
50 Franklin St,
2nd Floor,
Boston, MA 02110, US
151 San Francisco St,
Suite 200,
San Juan, PR 00901, Puerto Rico
Rua Antónia Andrade 4,
3 Direito,
1170-025 Lisboa, Portugal
Our Offices
50 Franklin St,
2nd Floor,
Boston, MA 02110, US
151 San Francisco St,
Suite 200,
San Juan, PR 00901, Puerto Rico
Rua Antónia Andrade 4,
3 Direito,
1170-025 Lisboa, Portugal
Our Offices
50 Franklin St,
2nd Floor,
Boston, MA 02110, US
151 San Francisco St,
Suite 200,
San Juan, PR 00901, Puerto Rico
Rua Antónia Andrade 4,
3 Direito,
1170-025 Lisboa, Portugal
Get In Touch
+1 617 936 4035
info@newmarketsadvisors.com
Our Offices
50 Franklin St,
2nd Floor,
Boston, MA 02110, US
151 San Francisco St,
Suite 200,
San Juan, PR 00901, Puerto Rico
Rua Antónia Andrade 4,
3 Direito,
1170-025 Lisboa, Portugal