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Often, companies promote a product based on intuition and subjective ideas about the audience, but advertising doesn’t give the expected result, the influx of customers is slow, and the sales volume isn’t as large as an entrepreneur needs.
Maybe you need to promote your product in a different way? Or improve it, and then the demand will increase? Or produce something else altogether?
Here’s how to use the Jobs to Be Done product framework to find out the exact answers to these questions and sell more effectively, while reducing your promotional budget.
Why It’s Important to Know Your Customers’ Needs
The Jobs to Be Done framework treats the relationship between buyers and products as a hiring relationship. That is, we don’t just buy products, we hire them to perform certain duties.
For a manufacturer to “employ” their product, they need to understand the job and write a good resume.
For example, one person hires slots Kenya to hit a jackpot, another — to please the inner child, and the third doesn’t imagine his evenings without gambling.
To sell more burgers, you need to figure out what Jobs to Be Done your target audience has, and in your advertising, talk about how your product can satisfy them.
How to Put Discovered JTBDs to Work
Let’s highlight the main opportunities to use the discovered needs to benefit your business.
Create a Relevant New Product
In order not to make a mistake and create an in-demand item for the menu, you need to conduct interviews with potential customers.
From such a survey, we can find out what people most often order from us on their way to work or school. They usually choose fries or donuts because they are convenient to eat on the go.
Knowing this, we start producing elongated burgers that are easy to bite and don’t fall apart; we pack them in thick, waterproof bags. You can eat these burgers on the go and not worry about getting your jacket dirty.
Improve an Existing Product
Knowing how and under what circumstances customers use a product can reveal ideas for improving it.
Revise the Promotion Strategy
After doing research, you’ll have a better understanding of what the value of your product is to your customers.
For example, during the research, you will learn that most of your customers are employees of large office centers that are located near your burger shops. These people often buy breakfast from you, come in for lunch, or stop by for dessert at the end of the day. Knowing this makes it easier to create new touchpoints in your advertising:
- Give discount cards to office center employees.
- Develop promotions according to the working day: “before 10 a.m. coffee to go for free,” “after 8 p.m. 20% off desserts.”
- Launch a business lunch during lunch hours.
Better Understand Who Your Competitors Are
The direct competitors of our burger house will be other burger houses and food chains — from single outlets and food trucks to global fast food chains. Indirect competitors will be found through in-depth interviews.
Create More Targeted and Engaging Content
After analyzing in-depth interviews and creating Job Stories, you’ll know what your customers need and understand how to tell them about your product in a compelling way.
How to Identify Your Customers’ Needs: A Step-by-Step Plan
- Define research objectives. At this stage, it’s important to understand what you want to know and the answers to which questions are important to you.
- Make a list of questions and conduct interviews. To collect enough information, you need to conduct 7-10 interviews for each audience segment.
- Analyze the data collected. Reread the interview notes, highlighting insights and recurring needs.
- Create Job Stories. These are formula-described data sets about customer needs.
- Coming up with solutions for each Job Story. In this step, close out the goal you set in the first point. For example, think of ways to improve the product or adjust the promotion strategy.