Need a Jobs To Be Done survey template to help you figure out exactly why consumers buy products or services in your category? We’ve got you covered.
What is ‘Jobs To Be Done’ and Why is it important?
The legendary Harvard Business School marketing professor Theodore Levitt once said, "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!"
In other words, people don’t usually buy products for their features, they buy into the benefits that they’ll enjoy as owners of the new product (or service).
This concept was really popularised by another Harvard Business School professor and best-selling author, Clayton Christensen, whose research led him to realise that consumers essentially ‘hire’ products and services that they think will do the best job of solving their problem.
If it no longer meets their needs, they will also ‘fire’ said product or service, and move onto a competitor.
The key to successfully selling your product or service then is to really, deeply understand what your target consumer’s fundamental ‘Job To Be Done’ is. (It’s really not always as obvious as you’d think!)
How do you find out consumers’ Jobs To Be Done?
You ask them, of course! But there’s more to it than that.
You need to go beyond the obvious, surface questions to unearth the fundamental (and important) reasons why consumers buy what they buy in your market; and crucially, to understand the journey they take to get there.Enter our Jobs To Be Done survey template.
Over the course of ten questions, our survey template will provide you with a deeper, clearer understanding of what consumers want from your product or service.
You’ll also understand the big decisions they make on the journey to purchase, helping you to shape your messaging along the customer journey.
And you’ll understand what competitive products you’re up against, along with their strengths and weaknesses.
Of course, Jobs To Be Done is not a silver bullet. You’ll want to augment your understanding of consumers’ real motivations by checking other data points - such as your website analytics. It’s also worth considering other useful qualitative frameworks such as customer missions and customer journeys.
Taken together, you will have a rich, balanced and unbiased view of your target consumers’ most important needs, decision-making criteria and views on existing solutions to their problems, including adjacent solutions you may not have originally considered ‘competitive.’
For example, if you’re a cinema chain it may be obvious that other cinemas and theatres are competing with you; but so too are ten-pin-bowling, go-karting, laser quest and other popular leisure activities.
Armed with this information, you’re in a great position to win over consumers by telling them a compelling story in a way that really resonates with them.
The Jobs To Be Done Survey Template
To get started, all you need to do is log-in (or join) Attest, select the ‘Jobs To Be Done’ template, enter a couple of details specific to your product, select the audience you want to reach (we recommend a sample size of 1000), and hit ‘confirm.’
You’ll have a wealth of actionable intelligence within a day or so. Now there’s a job that’s worth doing.