Short answer
When developing new products, especially those aiming for significant market impact, shift focus from 'what features do people want?' to 'what fundamental problems are people trying to solve?'
- Field
- Innovation & Markets
- Source
- Academic Publication (2020)
- Method
- Conceptual analysis and theoretical proposition
- Evidence
- Strong effect
Focusing product development on the underlying 'jobs' consumers need to accomplish, rather than easily measurable attributes, is crucial for avoiding product failure, especially in radical innovation. This innovation & markets research insight is drawn from a 2020 study published in Academic Publication. Using Conceptual analysis and theoretical proposition, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When developing new products, especially those aiming for significant market impact, shift focus from 'what features do people want?' to 'what fundamental problems are people trying to solve?'
Jobs-to-be-Done Theory Outperforms Attribute-Based Segmentation for Radical Innovation
Focusing product development on the underlying 'jobs' consumers need to accomplish, rather than easily measurable attributes, is crucial for avoiding product failure, especially in radical innovation.
Academic Publication · 2020
Key Findings
- 01Most new products fail because companies segment markets based on easily measurable attributes rather than the fundamental jobs consumers need to get done.
- 02The Jobs-to-be-Done theory provides a framework for identifying unmet needs that can lead to the creation of new markets or the extension of existing ones with better solutions.
- 03Traditional STP strategies are effective for incremental innovations, while JTBD is more suited for radical product developments.
- 04Organizations face a dilemma in determining when to rely on traditional market research versus when to adopt a JTBD approach.
Application
Design takeaway
When developing new products, especially those aiming for significant market impact, shift focus from 'what features do people want?' to 'what fundamental problems are people trying to solve?'
How to apply
Before embarking on a new product design project, conduct research to identify the core 'jobs' your target users are trying to accomplish, rather than just asking them about desired features.
Project actions
- 01When defining your target user, think about the 'job' they are hiring your product to do.
- 02Use interview techniques that uncover the underlying motivations and desired outcomes, not just surface-level preferences.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a compelling theoretical explanation for product failure.
- +Offers a strategic alternative to traditional market segmentation for innovation.
Limitations
It can be challenging to accurately identify and prioritize the 'jobs' users are trying to get done, as they may not always articulate them clearly.
Reliability & validity
The conceptual nature of the paper means reliability and validity are not empirically tested. The strength lies in its theoretical coherence and explanatory power.
Think critically
How can designers effectively differentiate between a 'job' a user needs to get done and a mere preference for a product feature?
Design Principles
"Innovate by understanding and fulfilling the core 'jobs' consumers hire products to do."
Traditional market segmentation often relies on observable consumer behaviors and product attributes, which can lead to incremental improvements but fails to address unmet needs. The Jobs-to-be-Done (JTBD) theory offers a more robust framework for identifying opportunities that can lead to breakthrough products and new market creation.
What This Means for Your Design
Most new products fail because companies focus too much on product features that are easy to measure, instead of understanding the real problems people need to solve. The 'Jobs-to-be-Done' idea says it's better to figure out what people are trying to achieve in their lives and design products to help them do that, especially for completely new ideas.
How to use in your project
- 1.Use the Jobs-to-be-Done theory to justify your choice of target user and to frame your understanding of their needs.
- 2.Explain how your design directly addresses a specific 'job' that existing solutions do not adequately fulfill.
Add to My Project
Quick Cite
Paragraph starter
The Jobs-to-be-Done theory posits that product success hinges on understanding the fundamental 'jobs' consumers need to accomplish. By shifting focus from attribute-based segmentation to identifying these underlying needs, design projects can better address unmet demands, leading to more impactful and successful innovations, particularly in the realm of radical product development.
Source
Academic Publication
Segmentation & the Jobs-to-be-done theory: A Conceptual Approach to Explaining Product Failure
journal · 2020
View sourceQuestions About This Research
- What does the research say about jobs-to-be-done theory outperforms attribute-based segmentation for radical innovation?
- When developing new products, especially those aiming for significant market impact, shift focus from 'what features do people want?' to 'what fundamental problems are people trying to solve?' Evidence: Academic Publication (2020).
- Why does "Jobs-to-be-Done Theory Outperforms Attribute-Based Segmentation for Radical Innovation" matter for design?
- Traditional market segmentation often relies on observable consumer behaviors and product attributes, which can lead to incremental improvements but fails to address unmet needs. The Jobs-to-be-Done (JTBD) theory offers a more robust framework for identifying opportunities that can lead to breakthrough products and new market creation.
- How can designers apply this research?
- When developing new products, especially those aiming for significant market impact, shift focus from 'what features do people want?' to 'what fundamental problems are people trying to solve?'
- What were the main findings?
- Most new products fail because companies segment markets based on easily measurable attributes rather than the fundamental jobs consumers need to get done.. The Jobs-to-be-Done theory provides a framework for identifying unmet needs that can lead to the creation of new markets or the extension of existing ones with better solutions.. Traditional STP strategies are effective for incremental innovations, while JTBD is more suited for radical product developments.. Organizations face a dilemma in determining when to rely on traditional market research versus when to adopt a JTBD approach.
- What research method was used?
- Conceptual analysis and theoretical proposition.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2020 journal from Academic Publication.
- What should I do differently in my next project?
- Before embarking on a new product design project, conduct research to identify the core 'jobs' your target users are trying to accomplish, rather than just asking them about desired features.
- What are the limitations?
- The paper is conceptual and does not present empirical data. It highlights a dilemma without providing a definitive solution for when to switch between segmentation approaches.