Step 4: Defining Consumer Motivation
Posted: Thu Jan 23, 2025 4:47 am
By and large, this principle underlies the Jobs To Be Done methodology. That is, it is not the process of using the product that is taken into account, but the moment the corresponding need arises. It is necessary to find out why a person thought about purchasing the product.
Defining consumer motivation
To this end, during the interview, you should identify 4 factors that influenced the client at the time of making the purchase decision:
dissatisfaction with the current state of affairs;
the attractiveness of a new solution;
anxiety and fear of change,
attachment to the old solution.
Example: A person wants ig database to buy a new workout app. He is unhappy that the old one only has one trainer (1), while the desired one has different trainers and free nutrition selection (2). However, he is afraid that the exercises in the new program will be too difficult for him or he simply will not like them (3). He is already used to the old software and is confident in it (4).
It is important to understand that you need to interview the person who made the direct decision to purchase the product. That is, we are not talking about a child jumping on a trampoline, but about the parents who bought it. In addition, do not forget about the emotional aspects at the time of decision-making (was the person upset/happy).
Stage 5: Determining the vector of further development.
Find out what direction the organization should take. Comparing the proposed JobStory with the real one can help you with this. As an example, consider the real situation of Intercom.
One of the products they deliver is a map that shows customers where their users are. It was in high demand, and the company began to think about how best to develop it.
JTBD analytics showed that the map was most frequently used at exhibitions, presentations, and on social media, as it allowed users and investors to be impressed there. Ultimately, the company decided to improve its design to make it more attractive, and also to add the ability to share its photos on social media. This meant sacrificing accuracy. Thus, the map became less functional, but more effective in terms of “working” for the users’ tasks.
Read als
Defining consumer motivation
To this end, during the interview, you should identify 4 factors that influenced the client at the time of making the purchase decision:
dissatisfaction with the current state of affairs;
the attractiveness of a new solution;
anxiety and fear of change,
attachment to the old solution.
Example: A person wants ig database to buy a new workout app. He is unhappy that the old one only has one trainer (1), while the desired one has different trainers and free nutrition selection (2). However, he is afraid that the exercises in the new program will be too difficult for him or he simply will not like them (3). He is already used to the old software and is confident in it (4).
It is important to understand that you need to interview the person who made the direct decision to purchase the product. That is, we are not talking about a child jumping on a trampoline, but about the parents who bought it. In addition, do not forget about the emotional aspects at the time of decision-making (was the person upset/happy).
Stage 5: Determining the vector of further development.
Find out what direction the organization should take. Comparing the proposed JobStory with the real one can help you with this. As an example, consider the real situation of Intercom.
One of the products they deliver is a map that shows customers where their users are. It was in high demand, and the company began to think about how best to develop it.
JTBD analytics showed that the map was most frequently used at exhibitions, presentations, and on social media, as it allowed users and investors to be impressed there. Ultimately, the company decided to improve its design to make it more attractive, and also to add the ability to share its photos on social media. This meant sacrificing accuracy. Thus, the map became less functional, but more effective in terms of “working” for the users’ tasks.
Read als