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Jobs to Be Done Research

Leverage your customers’ underlying motivations as the compass of your strategy

Ground your strategy in what customers are actually trying to accomplish

Jobs to be Done (JTBD) is a way to understand why people choose certain products or services. Customers don’t simply buy features; they “hire” solutions to help them with their priorities. These priorities may be practical, emotional, or social, and they shape the choices people make. By focusing on the customer’s context, motivations, and measures of success, JTBD helps organizations uncover unmet needs, design offerings that resonate, and avoid wasted innovation. At New Markets Advisors, we use JTBD to tie strategy directly to customer priorities, creating growth strategies that work in the real world.

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

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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.

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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”

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Learn how to apply Jobs to be Done to Your Industry

Jobs to be Done in Consumer Goods

Jobs to be Done in Financial Services

Jobs to be Done in Healthcare

Jobs to be Done in Technology

How can Jobs to be Done transform your business?
Jobs to be Done is 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:
Become a Better Innovator
With Jobs to be Done, you’ll get to the heart of why both B2B and B2C 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 is 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:
Become a Better Innovator
With Jobs to be Done, you’ll get to the heart of why both B2B and B2C 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

Our track record of success with Jobs to be Done

With over two decades of experience, we have partnered with more than 100 clients to help them become more customer-centric through Jobs to be Done. Our work has contributed to the successful launch of new products, supported the development of go-to-market plans, guided businesses in creating effective growth strategies, and strengthened clients’ capabilities.

Clients who trust us

TESTIMONIALS

What our clients are saying

"New Markets Advisors' extensive knowledge and experience with Jobs to be Done, combined with customized approaches and creative execution, delivers deep insights, viable solution options and timeless value."

Peter Primdahl Vice President, Emerging Business Models & Co-Head of CVC

"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

"When we wanted to learn the Jobs to be Done skill, 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

Bhaskar Venkatasubramanian Innovation Program Manager

"New Markets Advisors did an excellent job of providing our team with a Jobs to be Done framework for generating customer-centric product requirements. Their consultants have a knack for outlining the theories and then applying them in creative and engaging ways.”

Paul Conrad Vice President, Global Hip Product Management

Our Thinking on Jobs to be Done

Jobs to be Done is a guiding framework at New Markets. Customers do not buy products for features; they buy solutions that fulfill functional and emotional jobs in their lives. We help clients identify the Jobs their customers prioritize and use those insights to uncover unmet needs, design new offerings and build growth plans. At New Markets, we are thought leaders in JTBD. Managing Director Steve Wunker worked for six years with Clayton Christensen to deploy and refine the framework. Steve is also the author of Jobs to be Done: A Roadmap for Customer-Centered Innovation, and our team has published more than two dozen of articles applying the approach.

Sample perspectives include:

95% of innovations fail because they do not satisfy a job, overlook the emotional drivers behind decision-making, don’t solve the problem they set out to, or fail to communicate clearly. In Four Deadly Innovation Pitfalls—and How to Prevent Them Using Jobs to be Done, we examine how these common traps can be avoided by applying JTBD.

To illustrate the approach in a familiar context, in How to Select Colleges by Understanding Your Kid's Jobs to be Done, originally published in Forbes, we introduce JTBD through the college selection process. The article demonstrates how JTBD shapes major life decisions and shows how translating those jobs into structured questions can produce meaningful insight.

Turning to a business example, in Jobs to be Done: The Case of Liquor, originally published in Forbes, we examine Côquetelers and their effort to redefine the liquor industry. Using JTBD, the company identified unmet needs, defined which jobs mattered most to their customers, and addressed barriers that prevented adoption of their new solution.

Understanding JTBD is one thing; implementing it effectively is another. In Jobs 2.0: Troubleshooting The Adoption of Jobs to be Done, we explore common challenges organizations face when applying JTBD and provide clear strategies for overcoming them. Some obstacles include identifying too many jobs, integrating JTBD with other strategic frameworks, and translating insights into strategic decisions.

One powerful application of Jobs to Be Done is market segmentation. Too often, however, JTBD work in this area falls flat because companies split markets into over-simplified categories, define segments around universally important Jobs, or anchor their analysis in what customers are buying today. In Six Steps to Using Jobs to Be Done for Market Segmentation, originally published in Forbes, we outline a six-step approach for applying JTBD in a way that leads to meaningful market segmentation.

Our Thinking on Jobs to be Done

Jobs to be Done is a guiding framework at New Markets. Customers do not buy products for features; they buy solutions that fulfill functional, emotional, and social jobs in their lives. We help clients identify the jobs their customers prioritize and use those insights to uncover unmet needs, design new offerings and build growth plans. At New Markets, we are thought leaders in JTBD. Managing Director Steve Wunker was mentored by Clayton Christensen, who pioneered the framework at Harvard Business School. Steve is the author of Jobs to be Done: A Roadmap for Customer-Centered Innovation, and our team has published more than (insert number) of articles applying the approach.

Sample perspectives include:

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

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.

Read his publications

Marielle De Blois

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.

Read her publications

our clients

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Frequently Asked Questions

What does "Jobs to be Done" mean in business strategy?

Jobs to Be Done (JTBD) explains why customers “hire” products or services to address their priorities in life or work. Instead of focusing on demographics or product features, JTBD reveals the underlying outcomes people care about most. In strategy, this lens highlights unmet needs, clarifies growth opportunities, and helps companies design offerings that align directly with customer motivations.