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Study: Shoppers Need Product Info About 'Jobs To Be Done'

Shopping for consumer packaged goods seems like a relatively straightforward process, even in a digital world.

But new research from the PRS In Vivo marketing consultancy has a new take on the subject that suggests  CPG marketers need to make sure their online information is immediately useful to in-store and …

1 comment about "Study: Shoppers Need Product Info About 'Jobs To Be Done'".
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  1. Doug Garnett from Protonik, LLC, November 1, 2019 at 4:44 p.m.

    Love a tremendous amount of this, PJ. But the JTBD theories generally end up minimizing the ways in which we think of what value a product delivers to consumers. JTBD generally is engineering/finance oriented — giving a general impression of a controlled and controllable situation which isn't that controllable (nor are consumers as rational as the methodology implies).

    Christensen has tended to suggest understanding consumer value is pretty simple. It's not. https://douggarnett.com/uncategorized/innovation-is-not-a-tame-practice/

    Here's a bit I wrote about the Ulwick version of JTBD (he worked with Christensen on the concept). https://douggarnett.com/product-innovation/thumbs-down-for-the-jobs-to-be-done-innovation-book-by-tony-ulwick/

    Cheers... Doug

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