Jobs to Be Done (JTBD) analysis helps you understand the underlying motivations behind customer behavior by translating user needs into actionable JTBD format. This guide shows you how to use the JTBD template in Insight7.
Accessing the Jobs to Be Done Template #
Step 1: Navigate to Templates #
- Login to your Insight7 account at https://insight7.io
- You’ll see two main options: Analyze and Templates
- Click on Templates
Step 2: Select Research Category #
- In the templates view, you’ll see different template categories
- Click on Research to see all research template types
- You’ll see five research categories:
- Market Research
- User Research ← Click this one
- Product Research
- Competitive Research
- CX Research
Step 3: Choose User Research #
- Click on User Research
- You’ll see various user research templates available
Step 4: Select Jobs to Be Done Template #
- Find and click on Derive Jobs to Be Done from Interviews
- You’ll see the description: “Translate user needs into JTBD format”
- This template is specifically designed to extract and structure Jobs to Be Done from customer conversations
Running Your JTBD Analysis #
Step 5: Upload Your Files #
- Click Upload Files or the upload button
- Select the interview recordings or transcripts you want to analyze
Tips for effective JTBD analysis:
- Upload interviews focused on user motivations and context
- Include conversations about why users chose your solution
- Add interviews covering user struggles and workarounds
- Upload discussions about desired outcomes
- Include conversations from different user personas
- Aim for 10-20+ interviews for comprehensive insights
Step 6: Run Analysis #
- Once your files are uploaded, click Run Analysis
- The system will process your interviews
- Wait for the analysis to complete
- Processing time depends on the number and length of files
Using JTBD Analysis Effectively #
For Product Teams #
Product Strategy
- Align roadmap with most important jobs
- Prioritize features that help complete core jobs
- Design for job outcomes, not just functionality
- Identify jobs competitors aren’t serving well
Feature Prioritization
- Rank features by impact on job completion
- Focus on removing obstacles to job success
- Build for entire job (not just pieces)
- Consider emotional and social jobs, not just functional
Innovation Opportunities
- Find jobs customers are struggling to complete
- Identify overserved or underserved jobs
- Look for jobs done poorly by workarounds
- Discover adjacent jobs you could serve
For UX and Design Teams #
User Experience Design
- Design workflows around job completion
- Remove friction from critical job steps
- Build experiences that deliver desired outcomes
- Address emotional needs in design
User Research
- Validate designs against job success criteria
- Test if designs help complete jobs efficiently
- Measure emotional and social outcomes
- Iterate based on job completion effectiveness
For Marketing Teams #
Messaging and Positioning
- Lead with jobs users are trying to accomplish
- Position against current workarounds and alternatives
- Emphasize outcomes, not features
- Address functional, emotional, and social jobs
Content Strategy
- Create content around job scenarios
- Address obstacles preventing job completion
- Show before/after job completion states
- Use customer language from interviews
Campaign Development
- Trigger campaigns based on job circumstances
- Target specific job performers
- Create urgency around job pain points
- Demonstrate clear path to desired outcomes
For Sales Teams #
Discovery and Qualification
- Ask questions based on JTBD framework
- Understand prospect’s jobs and desired outcomes
- Qualify based on job fit
- Position solution around job completion
Demo Strategy
- Show how product helps complete specific jobs
- Address obstacles prospects face
- Demonstrate outcomes, not features
- Connect functional, emotional, and social benefits
Competitive Differentiation
- Position against current solutions and workarounds
- Show superior job completion
- Address gaps in competitive offerings
- Prove better outcomes
Best Practices for JTBD Analysis #
Interview Quality #
Ask the Right Questions
- Focus on past behavior, not hypotheticals
- Ask about specific instances of job performance
- Explore context and circumstances
- Dig into workarounds and current solutions
- Understand desired vs. actual outcomes
Probe Deeply
- Ask “why” multiple times to find root motivations
- Explore emotional and social dimensions
- Understand the “push” from current solution and “pull” to new one
- Identify anxieties and concerns
Analysis Depth #
Look Beyond Surface-Level Jobs
- Functional jobs often hide deeper emotional/social jobs
- One product can serve multiple jobs
- Same job may be performed by different personas differently
- Context significantly influences job priorities
Identify Job Hierarchies
- Main job vs. related jobs
- Core jobs vs. ancillary jobs
- Big jobs that contain smaller jobs
- Job sequences and dependencies
Validation and Iteration #
Validate JTBD Statements
- Test if JTBD resonate with customers
- Share findings with more users for feedback
- Refine based on additional conversations
- Update as market evolves
Regular Updates
- Jobs evolve as markets mature
- New jobs emerge with technology changes
- Rerun analysis quarterly or bi-annually
- Track how jobs shift over time
Action-Oriented Application #
Build Job Stories
- Convert JTBD into user stories for development
- Format: “When [situation], I want to [motivation], so I can [expected outcome]”
- Use job stories to guide product decisions
Create Job Maps
- Visualize the stages of job completion
- Identify opportunities at each stage
- Map your product’s role in job journey
- Find gaps in job support
Common JTBD Use Cases #
Product Development
- Define product requirements based on jobs
- Prioritize features by job importance
- Design for complete job solutions
- Validate product-market fit
Market Segmentation
- Segment by jobs, not demographics
- Find underserved job segments
- Target users with specific job needs
- Develop job-based personas
Competitive Strategy
- Identify jobs competitors don’t serve well
- Position around superior job completion
- Disrupt by serving neglected jobs
- Defend against competitors targeting your jobs
Go-to-Market Strategy
- Message around jobs and outcomes
- Target campaigns at job triggers
- Create content for job scenarios
- Sell outcomes, not features
Customer Success
- Onboard users to job completion
- Measure success by job outcomes
- Identify expansion opportunities from new jobs
- Reduce churn by ensuring job success
